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