The campaign, which was created by Bartle Bogle Hegarty with media planning handled by Fifty6, aims to showcase the wide range of box sets and films available to Virgin Media customers.
"Night owl" shows Ally on an armchair in a dark living room, while a voiceover says, "just one more episode". When Ally finally goes to bed, she can not resist sitting up to watch yet another episode of Orange is the New Black on a tablet with her headphones on while her human partner is sound asleep next to her.
Tom Drew and Uche Ezugwu, creative directors at BBH, developed the campaign. Drew was responsible for art direction, and Ezugwu took charge of copywriting. Johnny Burns and Pier Van Tijn of Big Red Button directed the films through Moxie Pictures.
The first spot, "sofa bear", features a brown bear called Ed the Sofa Bear who lays stretched out on a sofa watching The Wolf of Wall Street while his human housemate tidies up around him. When the housemate plugs in the vacuum it proves too much of a disturbance for Ed, who roars irritably.
The campaign will also run in cinema, display, online search, social media and video-on-demand. The wider campaign will feature other animal characters such as Sue the Content Squirreler, hippo Sam the Remote Controller, and orangutan Jamie the Screen-Juggler.
Richard Larcombe, the director of brand and marketing at Virgin Media, said: "In our new campaign, we want to celebrate the fact that people watch their favourite entertainment in their own way – and whether they’re a sofa bear, a night owl or some other species, Virgin Media is the perfect habitat for all their TV needs."