Airline advertising campaigns seem to bring forward very passionate reactions from travellers – Qantas' promise that "You're the reason we fly" and its new corporate soundtrack by Silverchair's Daniel Johns didn't seem to leave many people sitting on the fence.
With Virgin Australia's latest campaign now in full throttle, Australian Business Traveller would be remiss if we didn't ask readers for their thoughts.
The flagship of the campaign is this TV commercial, which was filmed on the salt plains of Western Australia and we're told features many of Virgin Australia’s own employees.
It's an upbeat number with Aussie vocalist Megan Washington stylishly crooning the Gershwin's swinging jazz standard S'Wonderful under the hand of Les Gock (also behind Virgin's debut 'Now you're flying' ad and, yes, guitarist for '70s Aussie glam rockers Hush).
Virgin Australia says the campaign "celebrates the different elements of the airline that contribute to the Virgin brand experience."
It certainly puts the focus on the airline's people, a team which Virgin Australia chief John Borghetti has consistently singled out as a make-or-break factor in the airline's success in challenging Qantas.
What do you say? Love it, like it, looking around for the mute button? Click to vote in our completely unscientific survey or share your thoughts below!