The idea itself is quite fun. Sheep on the dole, protesting sheep, sheep unemployment on the rise, sheep taking up amah roles instead ... surely the list is endless. I feel that the big idea hasn't been thoroughly exploited.
And as sheep are such funny characters, I'd like to see a bit more personality development here.
From a communication point of view, I'm confused by the sleeping sheep.
Is he asleep because he too is in a Virgin Atlantic Upper Class Suite?
Certainly doesn't work with the line: "Celebrate with us to find out why".
A Suite Sense of Success: Hmm ... well we got ourselves one really big pun here. OK, I'll go with the pun. But what's with the arrow? And the chewing gum? Now that really got me stuck. You see this doesn't say 'sweets' to me, it says 'gum'. And even though they do resemble the shape of the new suites, it's still sticking, as chewing gum is wont to, in all the wrong places. However, the piece has good contemporary photography - very Virgin - and great branding. If it's all you got, then the verbal pun at least communicates, but the blister pack you can do without.