Virgin Atlantic is out with a new advertising campaign called “See The World Differently” which includes a 60-second TV ad embracing the individuality of its employees and customers. I like elements of the ad, but still question placing such a high priority on individualism.
Virgin Atlantic “See The World Differently” Ad
The new ad is extremely well-done in terms of production quality and the message comes through quite clearly: Virgin Atlantic is all about embracing individualism in employees:
Virgin Atlantic CEO Shai Weiss explained the heart of 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.”
Now “be themselves” is not defined and certainly has boundaries which are also not addressed, but in the context of this ad, we see it manifested in terms of dress and appearance, with implications toward sexuality and gender.
I put a lot of thought into this topic in a piece last June and would invite you there for further discussion on the value of uniformity contrasted with the zeitgeist of individualism.
> Read More: An Open Discussion On Airline Uniforms And Individualism
Specifically referring to this ad, there’s always superficial beauty to the old cliche, “Can’t we all just get along?” Certainly, I value great service over any character trait or identity, inbred or acquired. I don’t book airline tickets to gawk at flight attendants in tight-fitting red dresses (a focus of prior Virgin Atlantic ad campaigns) nor long for the “good old” days in which every man wore a suit and tie on an airplane (certain progressives would call that an expression of white heteronormativity and hegemony).
But I do still see value in a uniform style of dress and appearance that embraces the collective goal (predictability, professionalism, pragmatism) of taking focus off individuals and makes it solely, in the case of the airline industry, of providing the very best service.
CONCLUSION
Individualism and great service are not mutually exclusive. Even so, they are not necessarily bedfellows.
The new Virgin Atlantic ad is simply a reflection of our times (just like the ad below). But there are certain values that transcend all individuals in fostering a great airline and work culture and it seems to me those are placed secondary behind our newfound adoration of individualism.
Says a lot about our sick society that “individualism” can only be expressed in terms of superficial things like gender and sexual preference, as if that’s all there is. This ad is garbage.
Ohhhh a guy with eyeliner. Such a rebel! Such a free spirit! That’s exactly who I want to run into on a transatlantic flight. And that woman deciding not to wear lipstick. STUNNING AND BRAVE. I am overcome by the diversity. And that guy in the wheelchair! Never seen that before! Oh this makes me see the world in a whole new light. And that woman with the tongue piercing. WOW, so amazing. I bet she’s a great conversationalist.
Lol!,
Oh Yes! But how about diversity of thought? No, No No. We can’t allow “misinformation” (i.e; different opinions we don’t agree with). The masses are too stupid to think for themselves so we must do the thinking for them. That’s the basic premise.
IMO predictability, professionalism, pragmatism do not require people cover up their tattoos, remove their jewelry or style their hair a certain way.
Celebrating one’s individualism should help not hurt those goals.
“ But there are certain values that transcend all individuals in fostering a great airline and work culture and it seems to me those are placed secondary behind our newfound adoration of individualism.” Perfect conclusion!!!!!!!
“Virgin America”?
Fixed. Thanks Dan.
Not sure what the message is here. Fly VS if your gender is part of the alphabet soup group or some other small percentage of humanity? How tiresome.
Wow what a horrible take on a simple tv ad. I always knew you were a bigot Matt. ( not really a surprise considering the verbiage and the pearl clutching on your recent DART article.) Couching your [redacted] views as a distain for “individualism” really shows who you are. I really hope OMAAT stops doing business with you right wing fascist.
Rotfl. Honey, you’ve got no clue.
As ever with Virgin, create some sort of noise with a new ad and then get back to the DNA of the company, ‘over promise and under deliver’. They never live up to the hype. I really don’t care about the gender, ethnicity or sexuality of their staff, I only want good service. Given that for years Branson was homophobic, whatever next? Will joining the mile high club in an oversized toilet with a member of the crew of your choice be thrown in in upper class? In the past, he got rid of a management company from Neckar, his private island because the told the staff not to have sex with the guests.
Oh, and 89% of Virgin crew have just turned down a pay offer. Obviously it’s such a great place to work.
Amazing, all it takes to create an excellent airline are tattoos and sexual ambiguity. Service and consistency ? How old fashioned. I’ll bet Singapore Airlines are quaking in terror.
I see the ad differently – in fact (as far as staffing goes), it is actually about a “uniform style of dress and appearance”, to quote the author’s preferences for serving staff appearance. My take away is – Virgin Atlantic is removing gender based style guides for its employees!
So, whereas previously, female flight attendants HAD to wear a particular colour/brand of lip gloss (and male flight attendants did not) – now, like the guys, the gals can choose NOT to put on the lippie. AND, whereas previously, male flight attendants could NOT wear eye shadow, now they can choose to wear the company approved colour/brand IF they want to.
So, if anything, things are even more uniform now – as there is no differentiation between genders!
I certainly see the world differently…. I see an airline whose frequent flyer programme imposes massive fuel surcharges on award tickets as highway robbery
How about featuring some white, working-class males in the advertising?
I’m sure also that there are a few male Captains operating on the flight deck. How about featuring some of them rather than this awful PC construct that seeks to erase a whole sector of the working population on the altar of over-zealous political correctness?