Virgin Net is making its cinema debut this week as part of a
mixed-media campaign repositioning the brand as a content provider.
Virgin Net’s aim is to be recognised as the UK’s top entertainment and
leisure content provider, and the cinema ad is backed by national press,
bus-sides and editorial tie-ups with Sleazenation and Dazed &
The 40-second spot, created by Archibald Ingall Stretton and entitled
’freedom’, stars a swarthy convict being released from prison and picked
up by his equally handsome friend in an open-top car.
As the pair are driving to freedom, our hero begins reeling off a list
of things he wants to do with his newly gained liberty. Smacking his
lips, he dreams of the ’biggest, juiciest steak’ and a ’perfectly pulled
The list becomes increasingly stratospheric as he pictures himself on a
one-way trip to Tahiti, but comes back down to earth as he plans to see
movies and live music.
The situation becomes sticky, however, when he says: ’I want my darling
Suzy.’ His companion grimaces and dangles his right arm nonchalantly
over the side of the car, at which point we see he has the name ’Suzy’
tattooed on his knuckles.
A screen flashes up giving information on Virgin Net and the ad returns
to a shot of the car, suddenly stopping at the request of our hero who
has obviously spied the tattoo.
The ad was written by Matt Morley-Brown and art directed by Steve
It was directed by Jonathan Greenhalgh at Godman, and media was planned
and bought by Manning Gottlieb Media.