Rainey Kelly lures ’million-pound poet’ for Virgin spots

The poet, Murray Lachlan Young, is the star of Rainey Kelly Campbell Roalfe’s new pounds 2 million campaign for Virgin Atlantic.

The poet, Murray Lachlan Young, is the star of Rainey Kelly

Campbell Roalfe’s new pounds 2 million campaign for Virgin Atlantic.



The 28-year-old Lachlan Young became known as the ’million-pound poet’

last year after he signed a pounds 1.1 million recording deal with EMI

in June.



His poems include Casual Sex, Simply Everyone’s Taking Cocaine and the

Closet Heterosexual.



Two 40-second commercials will break this spring, promoting Virgin’s

economy and premium economy classes separately. They were written by the

creative team, Richard Beesening and Andy Blood, in collaboration with

Lachlan Young. Laurence Dunmore directed the campaign through RSA.



The Virgin economy class ad focuses on the ’cornucopia’ of in-flight

entertainment Virgin offers and carries the endline: ’Destination

stimulation.’



Lachlan Young’s poem for the second spot describes the luxurious,

womb-like experience of premium economy, which provides business-class

seats for what the poet calls an ’extra donation’. The endline is:

’Destination relaxation.’



Lachlan Young is free to appear in the high-profile campaign because he

was recently refused membership of the actors’ union, Equity, which is

boycotting commercials because of a dispute with the Institute of

Practitioners in Advertising and Incorporated Society of British

Advertisers over voiceover fees.



Virgin Atlantic has already been hit by the Equity dispute - Helen

Mirren, the star of its Upper Class campaign, was the first high-profile

actor to support the strike.



Robert Campbell, a creative partner of Rainey Kelly, said: ’The new

commercials have a youthful vigour and are in keeping with the Helen

Mirren campaign.’



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