A toupee takes to the skies in ad for Virgin Australia
Gary Freedman directs spot by DDB Sydney set to 'Up Where We Belong'
Nov 14, 2019
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.”