Virgin Media will this week unveil the first television ad for its mobile product since the company formed in 2007. The high production value, 60 second ad will air from 24th June and run for five weeks.
Previous campaigns built a reputation for stand-out mobile phone ads featuring iconic celebrities such as Busta Rhymes, Christina Aguilera and, in a major coup in 2005, Kate Moss, when the world famous supermodel fronted a campaign shortly after a media scandal.
The new ad, the second in Virgin Media’s ‘Powerful Stuff’ series, takes a different twist and features stunning images and a soundtrack that could catapult 90s alternative rock band, Mazzy Star, back into the limelight.
Showcasing the power of the internet on a Virgin Media mobile phone, the ad opens with a man boarding a train. As he sits down and pulls his mobile out of his pocket he is immediately whisked away to be with friends and loved ones and is immersed in a world of music, film and gaming.
Created by Rainey Kelly Campbell Roalfe/Y&R, this new ad continues the impact and sense of wonder captured in Virgin Media’s ‘Powerful Stuff’ campaign. The wistful music of ‘Into Dust’ from Mazzy Star is intrinsic in creating the aspirational atmosphere.
Ashley Stockwell, executive director of brand and marketing at Virgin Media said, “This is an ad that really packs a punch. We wanted to engage people on an emotional level and show them just how much the mobile internet can bring to them, from social media and music to film clips and games, all for less than the price of a packet of crisps. Bringing our mobile product back to the small screen has been truly powerful stuff.”
The TV ads are part of a multi-million pound media campaign for Virgin Media, which includes TV, print, outdoor and online.
The first creative elements of the campaign will be seen during the week of June 22 at the Cannes Lions International Advertising Festival, at the John F. Kennedy International, Los Angeles International and London Heathrow airports, and among select international media.