Branson's cheekiness reflected in Virgin ads

We've said it before, and we'll be happy to repeat it for yourbenefit: Sir Richard Branson is one of the cheekiest tycoons inbusiness today. He's knows a thing or two about having fun, too.

So, sure, it should be expected that Virgin Atlantic, the airlinehe founded and continues to keep close tabs on, would exhibit apersonality very much akin to his. And, with the help of its adagency of record, the very cheeky Crispin Porter + Bogusky in Miami,VA has been doing a nice job of projecting its character in a seriesof quite surprising and rather naughty (read: nonconformist) ads.

With the launch on April 23 of Virgin Atlantic's daily High Risernon-stop flight between O'Hare Airport and London's Heathrow, Virginnext week begins to ramp up its advertising profile in the Chicagomarket. And it's a no-holds-barred profile that isn't going to bringsmiles to the faces of executives at VA's competitors on thelucrative Chicago-London route, namely American Airlines, BritishAirways and United Airlines.

One new billboard scheduled to go up does its darnedest todirectly tweak the competition. It is designed in the form of adepartures/arrivals board that shows what the other London-boundcarriers are lacking in their service, but what won't be absent onVirgin Atlantic come April 23 -- service enhancements such asmassages, an on-board bar and limo service to the airport for UpperClass passengers.

Much of the upcoming advertising will focus on Virgin's premiumcabin service, because that is where Virgin -- and most othercarriers -- typically earn the majority of their profits.

In another new VA outdoor execution going up around Chicago,aficionados of airline advertising will recognize a swipe atAmerican Air in billboard copy that says: "Dear DisgruntledPassengers, if you want something special in the air, trycomplimentary massages." American not that long ago used the tag"Something Special in the Air" in its domestic advertising campaign.

Another execution reminds "fellow airlines" that "the skies wouldbe much friendlier if you had an onboard bar like us." That ad callsto mind United's longtime tag line "Fly the Friendly Skies."

Virgin is trying some newer, guerrilla style tactics in thisintroductory round of advertising, too. Among them are messages ondry cleaner bags that suggest travelers in the Upper Class cabinwouldn't be reading this message because their clothes will bepressed in the arrivals lounge at Heathrow, while the passengers arefreshening up with showers and breakfast.

A starry, celeb-oriented tack is being taken with radiocommercials. In two executions, Steve Jones of the Sex Pistols andJoe Elliott of Def Leppard are heard chatting up Netflix CEO ReedHastings and Ideo CEO Paul Bennett respectively about what separatesVirgin Atlantic from the rest of pack. Jones and Elliott come offjust as cheeky as the rest of VA's advertising for the launch of theHigh Riser.

DDB LENSCRAFTERS SPOTS PUT THE FOCUS ON EYEWEAR

In much the same way a chic dress or natty suit can enhance one'simage, eyeglasses can make a fashion statement, too. That is themessage at the core of a new campaign breaking this week from DDB/Chicago for the LensCrafters chain of optical retail outlets thatincludes approximately 900 locations in the United States andCanada.

For the longest while, LensCrafters had been known primarily as adowdy outlet for quick-service (typically one hour) eyeglassprescription service.

But LensCrafters, whose parent is the Luxotica Group, has, forthe past couple of years, been aggressively working to upgrade itsimage in the public's eye by opening and remodeling stores thatoffer a more stylish range of eyewear.

New print executions carry the tag line "Open Your Eyes."

Everything about the new print ads suggests eyeglasses should belooked at like any other piece of clothing or accessory that helpsdefine a person's character.

One ad, for instance, features a large image of a man's wrist onwhich is seen a very expensive-looking watch. The copy beneathdeclares "your watch reminds you of how far you've come," then posesthe question "do your glasses?" Another, obviously aimed at women,features a closeup photo of female lips covered in a bright,beguiling shade of lipstick. The copy for this execution notes that"this lip color makes you feel flirty," then wonders "do yourglasses?" Two new 30-second television spots project the samemessage via montages of models sporting a wide range of eyewear.

The work should resonate with consumers who take their image, aswell as their eyesight, seriously. "There is so much more toselecting and wearing eyeglasses than vision correction," explainedSeth McLaughlin, senior vice president of marketing for LuxoticaRetail. "There is an emotion side to finding that special pair ofglasses. . . . It's how glasses make you feel."

AD NOTE

- The Chicago White Sox inked a deal with Deerfield-based BeamGlobal Spirits & Wine to become the title sponsor of the newestpremium seating area at U.S. Cellular Field. The former Home PlateClub at the ballpark will be rebranded as the Jim Beam Club through2010. Additionally, the former Coach's Cantina will be referred toas the Sauza Cantina and feature Sauza tequila. The new, 212-seatJim Beam Club is behind home plate at the 200 level.