Virgin mocks department store dragons in Vie debut

Virgin Vie unveils its first advertising burst this week with a lively, tongue-in-cheek cinema spot by Quiet Storm.

Virgin Vie unveils its first advertising burst this week with a

lively, tongue-in-cheek cinema spot by Quiet Storm.



The ad, called ’enter the dragons’, mocks the aggressive sales

techniques of cosmetics saleswomen. It is set in a department store and

features a woman hurtling through an obstacle course devised by the

intimidating saleswomen, all of whom are wearing heavy make-up and

clinical white coats.



The heroine emerges unscathed by setting off the store’s sprinkler

system -drenching the ’dragons’ so that their make-up runs gruesomely -

to enter the calm atmosphere of a Virgin Vie store, where relaxed

shoppers are looking around.



The ad was directed by Quiet Storm’s founder, Trevor Robinson, who wrote

it with Dylan Ingham. The campaign was put together by a ’virtual’

agency made up of Manning Gottlieb Media, the Planning Partnership,

White Door and Quiet Storm, and the communications director of Virgin

Vie, Axia Gaitskell.