Virgin Voyages is promoting the exclusivity of its cruises for only those over 18 with an ad featuring, well, lots of kids. But, they're pissed off kids protesting the injustice of being left behind in an impassioned music video.
In the spot, the first work created by Special US for the brand, the children sing about the unfairness of their parents going off on cruises without them in some hilarious lyrics ("You’ll be sipping cocktails under a starlit night, While we’re back home, without an invite," or "Sure, you’ve earned a gourmet spread, But we’re experiencing existential dread.")
The film juxtaposes the happy adults on their luxury cruises against a chorus of indignant little ones, dressed in their cruise wear, left behind in the rain. It was directed by Win Bates at Tool, in a pastiche of '80s style music videos and movie montages.
"After being cooped up with their kids over the past few years, it’s only fair that parents get what they really want. A break,” said William Gelner, chief creative officer at Special US, in a statement. “Virgin Voyages are adult-only, so we thought it would be fun to show the kids’ perspective on that.”
"Parents know that sometimes the best thing they can do for their kids is to take care of themselves first,” added Justin Terry, senior director of growth and marketing at Virgin Voyages. "Parents do so much for their kids, and we wanted to remind them that it’s okay to take a break."
The spot breaks this week in the U.S., Australia and U.K. and includes TV, digital, and paid social. It breaks following Virgin Voyages' recent launch of their fourth cruise ship, Brilliant Lady, and accompanies a $300 discount promotion.
The overall Virgin brand has had plenty of fun targetting adults who just need to get away. A campaign for Virgin Hotels that debuted during the pandemic pushed "me-time" for parents, for example. The Virgin Voyages effort also marks the first work out of Special US outside of Uber Eats, for which the agency has created the popular "Tonight I'll Be Eating" ads starring unexpected celebrity pairs, as well as the hilarious "Uber Don't Eats" Super Bowl push featuring Jennifer Coolidge and other stars munching on stuff that isn't food.