Words: Alastair James; pictures: Virgin Atlantic
Diversity and individuality are at the heart of Virgin Atlantic's latest advert, which champions the LGBTQ community among others.
Set to a soaring and soulful rendition of the gay anthem 'I Am What I Am', the advert sees a variety of people prepare to jet set and ends with the message: "See the world differently".
The charismatic cast includes a fabulously glittery air steward, a gay couple, and a female pilot and asks the audience to see things from a different angle.
Virgin Atlantic's pilots, crew members, and frontline teams take on either their respective roles or act as customers.
A behind-the-scenes look at the making of the advert sees people discussing the emphasis on being themselves and the inclusivity that is so important to the company.
Seeking to move past the pandemic and the disruption it wrought, Virgin Atlantic want to celebrate people as they are and help challenge the status quo.
The ad's soundtrack, made famous by Gloria Gaynor but reinterpreted here by breakthrough Jazz/Soul artist, Lady Blackbird, is the perfect accompaniment to that message.
Virgin Atlantic's CEO, Shai Weiss, adds to the campaign: "At the core of our business is the understanding that every one of our people can be themselves at work and that they belong. They truly are the thing that sets us apart and the reason customers choose to fly with us.
We know that the touchpoints that matter most and the experiences that differentiate Virgin Atlantic, are driven by our people and that’s why it was so important they’re at the heart of this campaign."
The Attitude May/June issue featuring the cast of Heartstopper is out now.