Virgin Atlantic unveils ad with only sign language to highlight inclusive travel

The ad uses Channel 4’s existing colour schemes and house style with a Channel 4 interpreter. But a few seconds into the apparent VT, the Channel 4 interpreter is joined by a Virgin Atlantic interpreter in full uniform.

The pair begin using BSL without subtitles, making this part of the ad speak directly and only to the deaf community. As the colour changes to the Virgin Atlantic brand's signature red, the rest of the audience is then brought into the conversation with subtitles and a voiceover.

The ad highlights that Virgin Atlantic customers can request BSL-trained crew on their flights for the “best possible experience”.

The spot ends with the airline's tagline: “See the world differently.”

The campaign also includes earned and paid media campaign elements, featuring Jodie Ounsley (Fury from Gladiators) and deaf content creators Hermon and Heroda Berhane, who will test Virgin Atlantic’s inclusive travel experience.

Tom Prendergast and Joe Stamp, creative directors at Lucky Generals, outlined that it wanted to “give everyone a taste of what that feels like” to feel like an “afterthought” as the film “talks directly to the deaf community”.

Chris Braithwaite, customer and commercial leader at Channel 4, said: “After the success of making our advertising more accessible than ever across the Paralympics, we are so proud to partner with Virgin Atlantic to help promote this unique service on flights and use the perfect timing across the International Week of Deaf People.”