Created by RKCR/Y&R, the campaign features a series of surreal vignettes designed to highlight the experiences of flying with the private airline.
The "tongue in cheek" ads showcase the classic red stewardess uniforms and the bar, and uses Muse's 'Feeling Good' on the soundtrack. Media has been handled by Manning Gottlieb OMD.
It marks the first time the private airline has pushed its brand in America with a TV ad – to air during the major league baseball playoffs. The ad will break in the UK this Sunday on ITV at 5pm during the Arsenal v Chelsea game.
The campaign carries the strapline "You're airline's either got it or it hasn't" and is Virgin Atlantic's first ad to be marketed in cinemas since 2006.
It follows last year's "Still red hot" campaign that celebrated the airline's 25th birthday.