Virgin Atlantic Out-sizzle Even Themselves with Their New Ad

維珍航空新廣告超越自我

原文網址: Link

摘要：維珍航空再一次地為大眾帶來了無限驚喜。作者藉由分享分析維珍航空新廣告的四大要點來闡述為何維珍能夠成為如此受人注目、精采絕倫的品牌。關鍵就在於品牌永遠不可在於傳遞正確品牌形象這方面做出任何妥協。

維珍航空與RKCR/Y&R(揚雅廣告公司倫敦分部)又再度創下驚人之舉了。他們新推出的電視廣告─長度90秒鐘的純粹魔法，榮登今年度我最愛的廣告(底下連結網址供觀賞)。值得玩味的是，這是他們史無前例的首次全球電視廣告。(http://www.youtube.com/watch?v=Hbib-A6NpW8&feature=player_embedded)

我愛這部廣告的原因：

1. 再次超越自我

我以為維珍航空的上一部廣告─「依舊火紅」已經很精彩了，但這新的廣告卻能激起更大的情感火花。運用電影拍攝手法、驚人的卡司與拍攝指導，以詼諧式007電影開場作呈現；配樂採用謬思樂團翻唱的”Feeling Good”，整個驚喜絕妙。

2. 服務是賣點

這部廣告高明的地方在於以娛樂性十足的手法聚焦於維珍航空的服務體驗，維珍空姐、機上冰品、令人食指大動的美食等服務是必備的，妙就妙在如何神秘的處處透漏著性感暗示。  

這個荒唐的案例很適合提醒大眾為什麼我們需要「品牌」。多數的品牌目標不在於與消費者建立情感關連並創造消費者自我實現。消費性產品品牌存在的目的在於幫助我們快速地、果決地做出抉擇並簡化我們繁忙的生活。 

3. 加深品牌代表印象

巧妙的運用在之前的廣告中現身的火紅制服空姐以及俊帥精悍的機長，加深大眾對維珍航空的印象。

4. 唯有維珍

維珍航空的商標只出現了兩次、短短3秒鐘，但這個廣告的維珍品牌氣味十足濃厚。每個畫面皆充斥著視覺衝擊、配樂、品牌代表、維珍服務體驗…在這種效果之下，實在令人難以聯想到其他品牌；試著將廣告套在英航或法航上，簡直就是不可能的任務。  

Virgin Atlantic and their agency RKCR Y&R have done it again. Their latest TV commercial is my favourite ad of the year. 90 seconds of pure magic. Watch it by clicking below on the blog, or here on YouTube. Interesting to note that it’s the first time they've ever done a global TV advert. (http://www.youtube.com/watch?v=Hbib-A6NpW8&feature=player_embedded)

Here's what I love about it.

1. Out-sizzling themselves

I thought the last Virgin Atlantic ad, "Still Red Hot", was bloody brilliant. I posted on it here. But this new one has even more emotional sizzle. It’s a cinematic masterpiece, with its tongue-in-cheek take on the James Bond visual style of movie opening credits. The casting and direction is mind-blowingly good. The music, a re-vamp of "Feeling Good" by Muse, works fantastically well.

2. Selling the service

What's really clever about this ad is the way the whole thing is about the Virgin service experience. But this is presented in an extremely entertaining way. We have the good old on-board ice cream service...the Virgin hostesses... appetizing on-board food. It's all there, but oozing with sex appeal.

3. Reinforcing brand properties

The ad smartly builds on the red-uniformed Virgin air hostesses from the last commercial. And those rather cool and dapper looking pilots.

4. Only Virgin could do it

The brand logo itself appears only twice, and for about 3 seconds out of 90. Yet this is one of the most highly branded commercials you see. How come? Because every single frame of the ad has the Virgin brand running through it. The combination of visual extravagance, music, brand properties and service features makes it impossible to imagine it’s for any other brand. Just try swapping Virgin in this ad for any other brand, such as BA or Air France. It’s just impossible.

In conclusion, be really, really clear about who you are. And invest in the art and craft of content creation to produce something that amplifies and celebrates this in a unique way. Swap your brand for another and see if it works. If not, then you're on the way to doing a Virgin on your brand.