Virgin Australia has come up with a new word, “Uptimism”, for its new brand campaign, “Here’s to looking up”, created in collaboration with DDB Sydney.
The airline has released a commercial titled “We are the Uptimists”, aiming to capture the spirit and values of its
people and guests. Filmed in various locations around Australia, including the Melbourne CBD and airport precinct, as well as the Blue Mountains and Richmond in Sydney, the spot features people, from crew and team members to passengers, including 13-year-old up-and-coming AFL star Jack Peris, rock-climber Andrea Hah from Ninja Warrior, and GWS Giants players Adam Kennedy and Matt Buntine, while a voiceover is heard saying: “We don’t lie in, we get up. We go to work and we step up. That’s right. We step up. We dream big. We get up. No matter what. We get up. We’ve always got a smile on. We always keep our head up. We honestly don’t know when to give up. We’re unmistakable.
Unmissable. People know when we rock up. And we never fly solo. When we fly, we team up. We are the Uptimists.”
The song used in the commercial, which ends with the tagline “Here’s to looking Up”, is the 1936 song “Sing, Sing, Sing (With a Swing)” by Louis Prima, from the 1993 movie “Swing Kids”.
This new campaign, that marks the first work of DDB Sydney as the airline’s advertising agency, will roll out across digital, social media, outdoor, magazines, print, and radio.