Virgin’s latest campaign is the first-ever TV ad for its Experience Days, which allows customers to gift anything from short breaks to spa trips.
The film uses a match cut technique and sees people given a dramatic foretaste of their gifts, such as falconry or a cocktail masterclass when they touch the red book gifted to them. In a humorous final scene, a father transports his son to a skydiving instructor as they free-fall at 15,000 feet.
The red book as seen in the ad was also created by Atomic and will now feature at the heart of the actual gift experience when ordered from Virgin.
The 30-second spot ad will run across TV channels including Discovery, Sky Atlantic and Food Network, as well as Digital and Social channels from Monday 2 September. There will also be a Christmas version of the campaign on air over the festive period.
“We wanted to create a campaign that highlighted the difference between giving a material gift and an experience gift” said Dave Henderson and Guy Bradbury, creative partners at Atomic London. “Giving an experience for a gift means so much more than just handing over a physical gift, it does something special for both the giver and receiver, it actually gives them both a great story to tell”.
Dan Pearce, chief marketing officer at Virgin Experience Days comented: “We are thrilled to be able to share our first ever TV ad with the world. We have built an incredibly successful business through digital marketing channels and now is the perfect time for us to begin building our long-term brand, as we seek to strengthen our position as the Uk’s number one experience gift brand. We’re eager to see how our customers react to this first burst of TV activity”.
: 'Experience Days'
Virgin’s latest campaign is the first-ever TV ad for its Experience Days, which allows customers to gift anything from short breaks to spa trips.
The film uses a match cut technique and sees people given a dramatic foretaste of their gifts, such as falconry or a cocktail masterclass when they touch the red book gifted to them. In a humorous final scene, a man transports his son to a skydiving instructor as they free-fall at 15,000 feet.
The red book as seen in the ad was also created by Atomic and will now feature at the heart of the actual gift experience when ordered from Virgin.
The 30-second spot ad will run across TV channels including Discovery, Sky Atlantic and Food Network, as well as Digital and Social channels. There will also be a Christmas version of the campaign on air over the festive period.
Agency
Creative Director / Creative Partner – Dave Henderson
Creative Director / Creative Partner – Guy Bradbury
Strategy Director – Stephanie Taddeo
Strategist – Summer Taylor
Business Director – Louise Rudaizky
Senior Account Manager – Catherine Martyn
TV Producer – Tim Page
Producer – Alex Coxhill
Directors
Directors - Liam & Grant
Production Team
Producer - Francis Castelli / Fraser Jameson
Prod Co - Castelli & Co
DOP - Ian Murray
Sound - Owen Griffiths at Soundsight
VFX - Opticflavor Studio
Clients
Chief Marketing Officer – Dan Pearce
Head of Marketing – Liam Howard-Jones
Campaign & Brand Manager – Robbie Povey
Creative Lead – Craig Francies
