Virgin Atlantic is encouraging people to “see the world differently” with its latest big-budget spot, which showcases the breadth of the airline’s destinations.
Crafted in collaboration with London agency Lucky Generals, the looks to build on the success of Virgin Atlantic’s vibrant brand platform established in 2022.
Narrated by US poet Maya Angelou (who died in May 2014) using archival audio, ‘A Rainbow in the Clouds’ was directed by Nikolai Fuglsig and invites travellers to see destinations as not just “dots on a map” but “places to dive into fully and embrace with energy”.
“Our new global brand campaign “Be a Rainbow” captures that distinctive Virgin Atlantic energy and the red spirit of our cabin crew, taking our customers to some of the world’s most desirable destinations,” Annabelle Cordelli, Senior Vice President Global Marketing at Virgin Atlantic said.
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“Maya Angelou’s distinctive voice and beautiful words resonate with all of us at Virgin Atlantic, her voiceover encapsulates how we see the world differently, encouraging our customers to travel with an open heart and an open mind as they take on the world.”
Launching across the UK and the US, the work will be pushed out via film, OOH, press, digital and social. Media planning and buying was handled by PHD UK and Jellyfish.
Joe Stamp and Tom Prendergast, Creative Directors at Lucky Generals, added: “When the world seems full of clouds, we need Maya Angelou to remind us how powerful it is to be a rainbow.”
