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Rainey Kelly Campbell Roalfe has updated its campaign for Virgin

Atlantic Upper Class with a new, more humorous series of TV ads starring

the airline’s spokeswoman, Helen Mirren.

To promote the Upper Class limousine service and Virgin’s outward

flights from Heathrow, Mirren is seen comfortably seated in the back of

a large car, dressed in a chic outfit. Intercut between shots of the

actress are stylised images of businessmen shuffling slowly uphill, as

Mirren extolls the benefits of the fast-track service.

In a reference to her acclaimed performance as the queen in the Madness

of King George, Mirren repeats smugly: ’Smile and wave, smile and wave’

as she looks through the car window.

A second ad shows Mirren lounging in a spacious Upper Class seat on her

way to Hollywood. She can’t understand why anyone would fly in cramped

business class with another airline when they can fly Virgin Upper Class

for the same price. ’They can’t all be visiting their analysts, can

they?’ she asks.

A third execution promotes the airline’s overnight sleeper service and

its flights to Johannesburg. Mirren talks about the comfort of Virgin’s

night-time flights, where passengers are supplied with special

sleeper-suits. Mirren, who is famous for taking off her clothes for film

and TV roles, looks straight into the camera and says: ’Although,

personally, I never get my kit off unless the part absolutely demands

it.’

All three ads were art directed by Mark Roalfe, written by Robert

Campbell and directed by Jeff Stark through Stark Films. Stark has shot

all the Virgin Atlantic Upper Class films , including the first series

which starred the actor, Terence Stamp.

Judy Mitchem, the account director on Virgin Atlantic at Rainey Kelly,

said: ’We have moved the campaign on, making it more stylised and

abstract, while linking product benefits to desirable destinations.’

Media is handled by Manning Gottlieb Media.