Lucky Generals’ first Virgin Atlantic ad invites travellers to ‘see the world differently’
Lucky Generals has delivered its first key piece of creative for Virgin Atlantic after winning the business last year. The campaign aims to get travellers and holidaymakers to consider post-pandemic travel in a new light, with the tagline ‘see the world differently’.
The campaign initially seeks to highlight the personalities of Virgin Atlantic flight crew, based on research that claims to show that the public thinks most flight crew are impersonal. To do so, Lucky Generals has worked with Biscuit to create a 60-second spot that focuses on travellers about to board a new A350-1000 plane.
In the film, both customers and crew ’do their own thing’, set to a cover of the Gloria Gaynor song I Am What I Am by jazz/soul artist Lady Blackbird. It seeks to demonstrate the various reasons for travel and the personalities behind the decision to board a plane.
Lucky Generals’ founder Andy Nairn said: “This is a dream brief for us. One of the most iconoclastic brands in the world, with a genuine desire to do things differently. It’s great to be off the runway and now we’re looking forward to all the exciting places we can go with this idea.”
Virgin Atlantic chief exec Shai Weiss explained: “At the core of our business is the understanding that every one of our people can be themselves at work and that they belong. They truly are the thing that sets us apart and the reason customers choose to fly with us.
“We know that the touchpoints that matter most and the experiences that differentiate Virgin Atlantic, are driven by our people and that’s why it was so important they’re at the heart of this campaign.”
Travel was among the sectors hardest hit by the pandemic, with the World Tourism Organization (UNWTO) reporting that international tourist arrivals remain around 72% below 2019 levels. While restrictions are easing, 63% of experts from UNWTO believe the sector will not fully recover until 2024 at the earliest.
Annabelle Cordelli, vice-president of brand and marketing at Virgin Atlantic, summed up the approach: “It’s more important than ever that we reimagine the world and lead the way with fresh ideas. Virgin Atlantic is uniquely placed to do this because of the rich individuality of our people and our customers: the unique people who march to their own drumbeat, fly their own path, see things from a different angle.
“So it makes sense to start by championing them – and then apply this spirit to everything we do. After two challenging years when life has been on pause, it’s time to see the world differently.”
In addition to the ad spot, the campaign includes a print component made up of shots of Virgin Atlantic crew and customers, with lines championing their individuality. These include a confident businesswoman saying ’I am my own captain’ in addition to shots highlighting the role of Virgin Atlantic staff.