Virgin Australia raises curtain on ‘you can’t keep a good thing down’ campaign via CHE Proximity


A 12-year-old schoolgirl from Melbourne fronts Virgin Australia’s new marketing campaign ‘You Can’t Keep A Good Thing Down’, unveiled today via CHE Proximity.


The campaign features Annie Jones, a vibrant young performer and 2020 America’s Got Talent finalist, who’s unable to contain her excitement at finally returning to the airport to go on a family holiday with her mum.

The film, directed by Revolver’s Matt Devine, transforms the airport into a stage, and Annie’s dreamy celebration mirrors the entire country’s growing excitement as safe air travel makes its triumphant return.

Soundtracked by the anthemic ‘What You Need’ by Australian icons INXS, we see her spinning, balancing, twisting and grooving her way back to the Virgin Australia flight she’s been looking forward to for months.

Virgin Australia general manager brand and marketing, Michael Nearhos, said You Can’t Keep a Good Thing Down is all about bringing to life the excitement of flying with Virgin Australia again: “As state and territory borders safely reopen and more Australians consider traveling, we wanted to show them how they’ll feel to finally enter the airport again to go on that holiday they’ve been dreaming of, to conduct business or to reunite with family and friends, and this campaign certainly captures that.

“You Can’t Keep A Good Thing Down has two meanings– it’s not only a nod to Virgin Australia looking to the future but it’s also about giving travelers confidence that after a period of uncertainty, the Virgin Australia they know and love is up there flying again, and here to stay.”

When asked about Annie’s involvement, Nearhos said: “Annie has got this amazing, vibrant, and warm personality and an infectious zest for life which is a really great fit for our brand and we know Australians will fall in love with her just like we did.”

Says Ant White, chief creative officer, CHE Proximity: “It has been an honour to help tell one of the great Australian recovery stories with Virgin Australia and Velocity. ‘You Can’t Keep a Good Thing Down’ is a tribute to the fighting spirit Virgin brands are born with and marks the next chapter of their success here in Australia. We’re thrilled to be going on this journey with them.

“It was really important for us to remind people of the joys of flying. Annie’s ‘good thing’ dance interprets the happy feeling we all experience just before we board a plane. Thankfully, we’ll all get to enjoy it for real with state and territory borders safely reopening soon.”

The integrated campaign, which was a collaborative effort across Virgin Australia, Velocity Frequent Flyer and CHE Proximity, is the first major marketing activity ahead of the airline’s official sale to Bain Capital on Tuesday November 17.

To celebrate the launch of the campaign, and help people take off even sooner, Virgin Australia is also offering over half a million fares from just $75*, including baggage and seat selection, in their ‘Go You Good Thing’ sale on now until midnight AEDT next Friday 20 November unless sold out prior.

DDB remains Virgin Australia’s creative agency of record.

Visit the campaign landing page here.

Virgin Australia
Michael Nearhos, General Manager Brand & Marketing
Dean Chadwick, Acting Chief Marketing and Loyalty Officer
Rapthi Thanapalasingam, Head of Brand, Consumer & Media
Erina Chapman, Brand Communications and Governance Leader
Alexandra Davey, Brand Marketing Specialist

CHE Proximity
Ant White, Chief Creative Officer
Holly Alexander, Director, Strategic Production
Ashley Wilding, Creative Director
Daniel Davison, Creative Director
Cameron Dowsett, Senior Copywriter
Mark Tallis, Senior Art Director
Fee Millist, Senior Copywriter
Cass Jam, Senior Art Director
Darren Cole, Head of Design
Vanessa Saporito, Senior Designer
Caitlin Perz, Production Assistant
Reece Lawson, Digital Design Lead
David Halter, Chief Strategy Officer
Chris Howatson, Group CEO
Lorraine Gormley, Client Partner
George Robertson, Senior Account Director

Production Company: Revolver
Michael Ritchie, Managing Director/Co-Owner/Producer
Pip Smart, Executive Producer/Partner
Matt Devine, Director
Lachlan Milne, Director of Photography
Neven Connolly & Cass Merwood, Chorerographers

Post Production : ARC Edit
Dan Lee, Editor
Ben Eagleton, Colourist
Daniel Fry, Executive Producer

Sound Post: Sonar Music
Timothy Bridge, Sound Designer
Sophie Haydon, Executive Producer

Music Supervisor – Anton, Trailer Media

Noel Gate – Group Business Director
Erin Hudson – Business Director
Stefan Boden – Group Trading Director
Monique Gilbert – Activations Account Director
Dylan Long – Account Executive