Virgin Atlantic will launch a branding campaign by Rainey Kelly
Campbell Roalfe next week, which celebrates the spirit of the airline
with the line: ’Some say why? Others says why not?’
An epic TV and cinema commercial mixes uplifting images from two famous
films - The Great Escape and The Sound of Music - with a soundtrack of
the Osmonds singing Crazy Horses.
The film opens with a young man on a motorbike speeding across acres of
beautiful countryside in pursuit of a spectacular rainbow, as a girl
stands at a gate watching him ride towards her. As the soundtrack picks
up pace, so does the rider. Finally he leaps into the rainbow as the
words ’some say why?’ and then ’some say why not?’ appear on screen.
Vaughan Arnell directed the spot through Godman. It is the first work
from copywriter Mike Boles and art director Jerry Hollens since they
joined Rainey Kelly from BMP DDB last year.
Robert Campbell, a creative partner at Rainey Kelly, said: ’This is what
the Virgin brand is all about - not flinching in the face of a
The ad will spearhead a campaign based on the ’why not?’ theme. Press
work asks questions such as: ’Why did Virgin launch when BA has such a
monopoly?’ and ’Why is Virgin determined to make flying fun?’
The theme will be expanded on by a HPT Brand Response direct-mail
Rainey Kelly’s last branding campaign for Virgin Atlantic, ’grim
reaper’, focused on the economy class only. It won a gold lion in Cannes
and a silver at the British Television Advertising Awards, both in
Manning Gottlieb Media handles media planning and buying for Virgin