"A Rainbow in the Clouds"

14 April 2025

60s

Still unfurling the rainbow.

Having pinned a rainbow flag to their mast with such conviction in their previous work, Virgin Atlantic were always one to watch in the face of the vicious backlash against diversity being led by Donald Trump's White House. Would the airline step away from its support for all things LGBQ, and most especially T? Not a chance.

That said, they have broadened the messaging in this thoroughly charming film by agency Lucky Generals and director Nicolai Fuglsig, and it could be argued that that's a slight dilution. But, unlike the tech companies gleefully dismantling their DEI initiatives in a fashion that suggests they were never really into it in the first place, Virgin Atlantic clearly wants to signal its sincerity when it comes to celebrating difference.

This ad cleverly attaches the airline to the broadening of the mind through travel, as each of the vignettes involves some kind of cultural crossover. It's done with a lightness of touch from Fuglsig, and bound together by a superbly chosen soundtrack (with a spoken part by Maya Angelou).

All in all, it's a terrific piece of advertising which consolidates Virgin Atlantic's positioning as the fun younger sibling in the family of airlines - a good slot to have as British Airways continues to occupy the role of confused older uncle... despite the best efforts of its advertising agency.

UK

Airlines