Virgin Atlantic has launched a striking new global advertising campaign for 2025 with the uplifting message: “Be a Rainbow in the Clouds.” This fresh initiative signals a continuation and evolution of the airline’s commitment to diversity, while also expanding its focus to celebrate the variety of destinations it serves around the world.
At the heart of the campaign is a powerful and emotional narration from the late Maya Angelou, whose words, “I’ve had clouds, but I’ve had so many rainbows,” serve as a poetic backdrop for the commercial. The use of archival audio from Angelou adds a reflective, almost timeless quality to the ad, reinforcing the message of hope, resilience, and unity.
Premiering in primetime television slots in the UK, the one-minute ad is a visual and emotional journey. It showcases crew members and passengers from various backgrounds navigating diverse global landscapes. From the bustling streets of New York to serene tropical settings, the visuals not only highlight the airline’s global reach but also reinforce the concept that diversity can be found in both people and places.
This campaign represents a strategic pivot from Virgin Atlantic’s bold 2022 advertising push. That earlier campaign was unapologetically people-focused, shining a spotlight on under-represented groups including LGBTQ+ travelers, people with disabilities, and individuals who challenged conventional beauty norms. It featured vibrant scenes set exclusively in airports and onboard aircraft, all tied together by a high-energy rendition of “I Am What I Am.”
In contrast, the 2025 campaign softens the delivery while deepening the narrative. The message of inclusivity is still front and center, but there’s a broader canvas this time around. By emphasizing the airline’s expansive network of destinations, the campaign aligns diversity not only with human identity but also with geographical exploration and cultural connection. The shift is subtle yet significant a way to broaden the conversation without losing the brand’s distinctive voice.
Visually, the ad maintains Virgin Atlantic’s signature style bold, colorful, and slightly whimsical. Yet, there’s a newfound calm and maturity in the way it delivers its message. The focus on travel as a means of connecting with different cultures around the globe reflects a more holistic interpretation of diversity, one that feels especially relevant in today’s polarized climate.
By framing its message through the dual lenses of human experience and global destinations, Virgin Atlantic walks a fine line between maintaining its progressive brand identity and adapting to shifting social and political currents. While some companies have pulled back from identity-focused messaging amid the so-called culture wars, this campaign opts for a more balanced approach celebrating uniqueness while embracing universality.
The phrase “Be a Rainbow in the Clouds” encapsulates the airline’s broader mission: to bring light, color, and joy not just through who it serves, but where it flies. It’s a reminder that in a world full of uncertainties, travel remains one of the most powerful ways to connect, understand, and celebrate the beauty in our differences.
