Virgin Economy Class spot makes TV debut

Virgin Atlantic is taking its Economy Class on to TV this week for the first time with a fast-moving commercial that celebrates the excitement and adventure of travel.

Virgin Atlantic is taking its Economy Class on to TV this week for

the first time with a fast-moving commercial that celebrates the

excitement and adventure of travel.



The film, by Rainey Kelly Campbell Roalfe, opens with a large stone

cherub hurtling down towards a young man sitting on a bench at a bus

stop. The Grim Reaper duly settles down beside him, anticipating the

hero’s demise.



The man follows the Grim Reaper’s gaze upwards and, when he spots the

stone object bearing down from the sky, his life starts to flash before

him.



We first see him as a wailing baby, then as a toddler. A series of

increasingly exciting scenes from his life then pass before his

eyes.



At intervals, the film moves back to the bus-stop scenario, showing the

stone cherub suspended above the hero, while the Grim Reaper starts to

lose patience, waiting for the action-packed flashback to come to an

end.



To pass the time, the deathly figure eats a pizza, reads a book and

eventually falls asleep clutching a teddy bear.



Finally, the young man’s visions come to an end, but he avoid his fate

as the Grim Reaper sleeps soundly.



M. T. Rainey, the planning partner at Rainey Kelly, said: ’The ad is

aimed at travellers rather than tourists. Virgin Atlantic has

consistently advertised its Upper Class service and it is now time to

bring the Virgin values back to leisure travellers.’



Although a couple of scenes from the flashback take place on Virgin

aircraft, the ad focuses not on the product but on capturing an

adventurous attitude to travel and its role as a life experience.



Virgin is spending pounds 2 million on airtime for the commercial in

1997 through Manning Gottlieb Media.



The ad was written and art directed by Richard Beesening and Andy Blood,

and directed by Frank Budgen through the Paul Weiland Film Company.