Virgin's Vicarious Vacationing Goes Live

AMV BBDO’s ambitious live spot for Virgin Holidays was broadcast on Saturday during ITV’s The X Factor as part of the brand’s new Seize the Holiday campaign – the biggest campaign in Virgin Holidays’ 31-year history.

If you suffer extreme FOMO at being bombarded with social media chums’ holiday snaps and videos – reminding you that, yes, it’s true, everyone is officially having more fun than you right NOW, Virgin’s new stunt featuring ordinary, just-like-you folk, experiencing unparalleled glee on their holidays might just backfire.

Banking on the concept that “as-we-speak-O’Clock” action from vacationers around the globe will have you rushing to book your next trip. Virgin launched the world’s first ad to be filmed live from 18 different locations around the world. While the concept might not appeal to all, the logistics in creating the spot are impressive.

It required more than 90 production crew filming simultaneous scenes as varied as surfing in Hawaii, motorbiking along the Pacific Coast highway snorkelling in Barbados and the obligatory messing with Mickey at Disney World – all while it was edited live into a 60-second video at ITN Productions’ master control room in London.

In addition to TV spots the new campaign will also run across VOD, OOH, press, radio, digital and social media. Elements of ‘live’ broadcasting will be woven throughout other touch-points; such as digital out of home posters that will pull in consumers' Instagram pictures uploaded with the #SeizeTheHoliday hashtag, and social influencers who will live-stream adventurous experiences such as zip-lining and surfing back to their UK audiences.