'Karma Chameleon' inspires Virgin Voyages video, kicking off new campaign

Directed by Sweden's award-winning Jonas Åkerlund and starring real crew and sailors (passengers), the video was shot aboard Scarlet Lady, set to Culture Club's 1983 hit 'Karma Chameleon,' reinterpreted by pop artist Drew Love of the band THEY.

Originally released by Virgin Records, the new Virgin Voyages house tune is debuting during the 40th anniversary of the original song.

Acclaimed director

Åkerlund's work has been internationally awarded for feature films, documentaries, music videos, commercials and stage shows, and he has directed music videos for artists including Madonna, Lady Gaga, Beyoncé, The Rolling Stones, Paul McCartney and Maroon 5.

'As we continue to showcase our ships to the world, we wanted to share what it’s like onboard based on what our sailors have told us and shared on social,' said Nathan Rosenberg, chief brand officer, Virgin Voyages.

More than an ad campaign

'We believe that brands should create culture rather than interrupting it,' added Jason Xenopoulos, co-chief creative officer for North America at VMLY&R. "The Voyage” is an example of how music and entertainment can be used to tell a brand story while delivering an authentic entertainment experience to the audience. Virgin Voyages deserves more than an ad campaign, and we are delighted that we could create an entertainment experience instead — one that will live in culture where this brand belongs.'

'Now We're Voyaging'

The new music video coincides with the launch of Virgin Voyages' new 'Now We’re Voyaging' campaign. In 2018, the line invited travelers to 'Stray the Course' and in 2021, it beckoned to 'Set Sail the Virgin Way.'

Here is 'The Voyage':