A toupee takes to the skies in ad for Virgin Australia

Gary Freedman directs spot by DDB Sydney set to 'Up Where We Belong'

Published On
Nov 14, 2019

Editor's Pick

Virgin Australia's latest ad from Down Under chooses an unusual metaphor to communicate the joy of flying —a customer's toupee that takes to the skies.

To the strains of "Up Where We Belong" by Jo Cocker and Jennifer Warnes, the flying wig blows off in the wind as a family prepares to leave on vacation. It soars above the city and countryside to the amazement of those who see it, finally coming to rest back on its owner at the airport. The spot was directed by Gary Freedman via Revolver/Will O'Rourke for DDB Sydney, with the flying wig brought to life by MPC.

It aims to communicate a new brand positioning, "Feel good flying," which is designed to create an emotional connection with Australians and cut through a cluttered market. This comes after research revealed the airline needed to re-emphasize the Virgin personality and the overall customer experience.

 DDB Sydney Chief Creative Officer Tara Ford describes it as “fun but with an edge of cheekiness and irreverence–which is perfect for recapturing and igniting the Virgin Australia brand.”

Credits

Date
Nov 14, 2019
Client:
Virgin Australia
Agency:
DDB-Sydney
Chief Experience Officer:
Danielle Keighery
General Manager Brand & Marketing :
Michael Nearhos
Head of Consumer & Partner Marketing:
Rapthi Thanapalasingam
Brand & Retail Marketing Leader :
Erina Chapman
Brand Marketing Specialist:
Alex Davey
Chief Creative Officer:
Ben Welsh
Chief Creative Officer:
Tara Ford
Creative Partner:
David Jackson
Creative Lead:
Jeremy Hogg
Creative Lead:
Richard Shaw
Managing Partner:
Kate Sheppard
Senior Business Director:
Claire Hynes
Business Manager:
Ciara Moloney
Lead Senior Producer:
Tash Johnson
Managing Director Strategy & Innovation:
Leif Stromnes
Planning Partner:
Caroline Ghatt
Planning Director:
Joseph Smeaton
Senior Planner:
James Davis
Project Director:
Casey Machen
Project Manager:
Kelly Barnaby
Senior Print Producer:
Cushla Morton
Production Company:
Revolver
Production Company:
Will O’Rourke
Director:
Gary Freedman
Managing Director:
Michael Ritchie
Executive Producer:
Pip Smart
Producer:
Alex Kember
Edit Facility:
ARCS
Editor:
Peter Sciberras
Post Production:
Moving Picture Company
VFX Post Producer:
Philip Whalley
Sound:
Song Zu
Sound Engineer:
Abigail Sie
Sound Engineer:
Simon Kain
Music Supervision:
Level Two Music
Music Supervisor:
Karl Richter
Casting:
Peta Einberg
Casting:
Ben Parkinson Casting
Production Company:
PhotoPlay
Photographer:
Michael Corridore
Executive Producer:
Alison Lydiard

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Project Type