Rainey Kelly launches Virgin Atlantic brand ad

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?’

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

challenge.’



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

campaign.



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

1997.



Manning Gottlieb Media handles media planning and buying for Virgin

Atlantic.



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