Let Me Tell You Something: Virgin Atlantic

In a sort of softened guerrilla campaign, Virgin Atlantic has smattered urban areas with giant, red airline sick bags. Often placing these bags over movie and music posters, the ads have a subversive, irreverent feel, being just small enough to reveal the edges of the content they are so obliviously covering up. They want to be as hip as those underlying posters, but also feel like a step above, content-wise. And they mostly succeed.

Apart from the bright red color and the three-dimensional quality of the bags, the design is limited to a wall of copy. Long-form copy has made a bit of a comeback lately, as seen in recent ESPN and Ketel One ads. This isn't easy, as the copy has to be extremely rewarding to the reader, in order to justify their time and attention.

While the sick-bags, in their giant form, really appear more like grocery bags at first, the headline "How did air travel become so bloody awful," converts the image for the reader. It also helps determine the particular company ("bloody awful" + red = Virgin). And the copy is indeed rewarding. The smart, sharp narrative replicates a conversation had among the wittiest of your friends about your hatred of air travel, and more precisely, airlines themselves.
Long-form copy can work. It requires a devotion to perfect typography, and quick writing that understands where the reader is physically standing, and what else will be in their visual landscape.


Like Southwest, Virgin gets its audience, and they integrate the brand essence into everything they produce. Virgin designed these ads for the exact space they appear in: in the midst of constantly changing visual clutter that relies on large-format photography. By going with a three-dimensional object and copy-only graphics, they violate the very medium that are competing with, and win. The headline copy is large enough to read from the bus, and the body is enjoyable upon closer inspection. More than just pushing their services, they partner with the reader through a conversation, and push back against boring ads and stripped-down airline service by providing an experience, even on the side of a wall in an alley.