Rainey Kelly Campbell Roalfe has updated its campaign for Virgin
Atlantic Upper Class with a new, more humorous series of TV ads starring
the airline’s spokeswoman, Helen Mirren.
To promote the Upper Class limousine service and Virgin’s outward
flights from Heathrow, Mirren is seen comfortably seated in the back of
a large car, dressed in a chic outfit. Intercut between shots of the
actress are stylised images of businessmen shuffling slowly uphill, as
Mirren extolls the benefits of the fast-track service.
In a reference to her acclaimed performance as the queen in the Madness
of King George, Mirren repeats smugly: ’Smile and wave, smile and wave’
as she looks through the car window.
A second ad shows Mirren lounging in a spacious Upper Class seat on her
way to Hollywood. She can’t understand why anyone would fly in cramped
business class with another airline when they can fly Virgin Upper Class
for the same price. ’They can’t all be visiting their analysts, can
they?’ she asks.
A third execution promotes the airline’s overnight sleeper service and
its flights to Johannesburg. Mirren talks about the comfort of Virgin’s
night-time flights, where passengers are supplied with special
sleeper-suits. Mirren, who is famous for taking off her clothes for film
and TV roles, looks straight into the camera and says: ’Although,
personally, I never get my kit off unless the part absolutely demands
All three ads were art directed by Mark Roalfe, written by Robert
Campbell and directed by Jeff Stark through Stark Films. Stark has shot
all the Virgin Atlantic Upper Class films , including the first series
which starred the actor, Terence Stamp.
Judy Mitchem, the account director on Virgin Atlantic at Rainey Kelly,
said: ’We have moved the campaign on, making it more stylised and
abstract, while linking product benefits to desirable destinations.’
Media is handled by Manning Gottlieb Media.