The ad, which is called "the idea", first airs in the UK today (3 January) on Sky Atlantic during an episode of Without A Trace, and will run in 30, 60 and 80-second edits.
The ad opens on a man coming up with a business idea and then shows him travelling with Virgin Atlantic on a trip to pitch his brainwave. Throughout the spot, a voiceover talks about how "the world doesn’t go to you, so go to it".
The ad is backed by an instrumental version of Depeche Mode’s Personal Jesus. The spot was created by Richard Brim and Daniel Fisher, and directed by Sam Brown through Rogue Films. MGOMD handled the media.
In addition to the TV ad, the "let it fly" campaign also includes print, digital, outdoor and social media executions.
Hamish Rickman, the head of brand engagement at Virgin Atlantic, said: "Virgin Atlantic naturally attracts customers who are passionate about seeking new experiences and this campaign throws down the gauntlet to them to turn their ideas and dreams into reality.
"This campaign is a real step change in how we express ourselves creatively. We’ll always be a challenger brand but for this campaign, instead of challenging the competition, we are challenging ourselves and the customer to 'let it fly'."
Tammy Einav, the managing director at Adam & Eve/DDB, added: "‘Let it fly’ captures the pioneering spirit and entrepreneurial essence of Virgin Atlantic perfectly and positions them as a customer centric airline focused on providing unique experiences."
Adam & Eve/DDB won Virgin Atlantic's creative account after a competitive pitch in August 2014. Before that, the airline had used Rainey Kelly Campbell Roalfe/Y&R for 20 years.
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