The 20-second spot shows a hairdresser (Colin, 59) coming out of the sea on holiday and flicking his hair back to show he cannot contain how brilliant his holiday is making him feel: he flaunts how excited he is to the sound of Kelis’ Milkshake.
There are also six press ads which include an image of a carpet fitter leaning out of the back of a Cadillac as his wife drives the car through the US. The campaign continues online with glossy Virgin Holiday banners.
The campaign was created by M&C Saatchi London with creative direction from Elspeth Lynn, the agency’s executive creative director. Dan McCormack took charge of copywriting and Luke Boggins led the art direction.
It was directed by Tom Van Schelven through M&C Saatchi. Manning Gottlieb OMD handled media planning and buying.
Aoife McDonald, the advertising and media marketing manager at Virgin Holidays, said the campaign aims to celebrate "how amazing you’ll feel when you travel with Virgin Holidays".
She said: "Whoever you are, on a Virgin holiday, you’ll get back to being your very best. The campaign executions are witty, vibrant and colourful – just the thing to cut through the January blues."