Virgin Atlantic Expands Diversity Focus in New Global Ad Campaign
Photo Credit: New York features prominently in the new campaign. Lucky Generals
Skift Take
The diversity is still there, not least in Angelou's powerful prose, but it's also about the diverse destinations served by the airline – arguably a much safer corporate position amid intense culture wars.
Amid stormy economic and geopolitical skies, Virgin Atlantic has a new call to action: “Be a Rainbow in the Clouds.”
On Friday night, the carrier booked big-budget slots on British primetime television, with a slick minute-long commercial marking the start of a global campaign. At its heart is rare archival audio of the late poet, author, and activist Maya Angelou. Her featured words include: “I’ve had clouds, but I’ve had so many rainbows.”
The style and tone are textbook Virgin Atlantic and follow in the footsteps of the airline’s 2022 campaign. Shai Weiss, Virgin Atlantic CEO, describes the 2025 offering as a “second chapter,” building on the philosophy of non-conformity in earlier marketing efforts.
In 2022, it was all about the people. Minority and under-represented groups were celebrated, accompanied by a modern interpretation of the Gloria Gaynor classic, “I Am What I Am.” The entire commercial was set in the airport or onboard the plane and followed LGBTQ+ customers and crew, travelers with disabilities, and passengers with potentially provocative body art.
What’s Changed for 2025?The 2025 edition takes a different approach. The diversity is still there, not least in Angelou's powerful prose, but it's also about the diverse destinations served by the airli
