Negative approach of the day. Have you been flying BLAH Airlines? Virgin America

"We reached out to Bryan Houlette, creative director on the Virgin America account at Eleven, and asked him a few questions about the creative process for the campaign.

Adweek: Where did the inspiration for this idea come from?
Bryan Houlette: Today, most of the options for flying—besides Virgin America—are pretty bland, lack personality and rarely have the latest in amenities. Yet people fly them because they're tied to mileage programs and feel like they have to. It's almost like they're traveling on autopilot—without realizing they don't have to get on that boring flight.

We wanted to recreate the feeling of what it's like to fly on autopilot and then remind people there's a better way to fly. So we created a film that shows what's it like when you're on a "blah" flight, from takeoff to landing. We called it BLAH Airlines flight 101, and we made it the length of an actual cross-country flight."

Read the full interview at adweek.com

Take a look inside BLAH Airlines Flight 101 from Newark to San Francisco. Witness the harsh reality of nearly six hours of flying at its worst, from takeoff to landing. Unfortunately, this is a familiar experience for far too many travelers. 

If you’ve been flying BLAH, it’s time to take a radical departure to Virgin America. Trade peanuts and annoying service for WiFi, entertainment, power outlets, mood lighting, and food and drinks on demand. Grab a seat at http://www.virginamerica.com.

Client: Virgin America
Agency: Eleven Inc.
Chief Creative Officer: Mike McKay
Creative Director: Bryan Houlette
Senior Art Directors: Sarah Worthington, Bryan Houlette
Senior Copywriter: Aryan Aminzadeh
Copywriters: Jon Korn, Kevin X. Barth
Head of Integrated Production, Executive Producer: Anastacia Maggioncalda
Producer, Live Action: Lindsey Wood
Producers, Digital/Social: Michael Phillips, Amanda Punzalan
Activation Strategy Director: Fiona Su
Director of Social Media: Maura Tuohy
Director of Client Services: Rob Garnett
Account Management Supervisor: Lily Byrne
Account Manager: Meghan Kemp
Director: Shillick
Print Photography: JUCO
Print Post: DMAX
Executive Producer: Josh Ferrazzano
Producer: Bo Clancey
Directort of Photography: Peter Thompson
Video Postproduction, Sound Design: World War Seven
Editor: Kevin X. Barth
Visual Effects Artist: Sean Pfeiffer
Additional Visual Effects: Sean Addo
Colorist: Robert Crosby
Additional Editing: Penny Krueger, Nick Brown
Additional Sound Mixing: Matt Wood