The new 'There’s Money and There’s Virgin Money' brand strategy broke with a 60-second prime time television spot during ITV’s Coronation Street on Monday evening.
The ad features a pigeon on the street, beneath the words "There’s money". The bird then begins to dance as the words "and there’s Virgin Money" appears above it.
"Pigeon" was led by M/SIX with cross-discipline input from across The & Partnership. It was directed by Andy McLeod through Rattling Stick and created using real footage.
The soundtrack is by The Selecter and features their single, On My Radio.
Paul Lloyd, the marketing director at Virgin Money, said: "The strategy with this campaign was to celebrate the Virgin Money difference and to bring it to life in a fresh, fun and surprising way.
"The TV and print work created by M/SIX marks us out as a bank with a difference and above all, reflects our values as a confident challenger brand."
"Pigeon" will be followed by a second TV ad later in April, as well as a series of print work using animals to represent Virgin Money’s range of financial services.
Jess Burley, the chief executive of M/SIX, said: "This has been a fantastic campaign to work on, with M/SIX leading the charge on a cross-discipline brief including audience and category research, creative content generation and ambitious production.
"The result is a suitably epic strategy spanning multiple channels and disciplines which we’re confident will really set Virgin Money apart at this exciting point in its journey as a business."
AllTogetherNow, M/SIX’s sister agency, is developing content to support the 'There’s Money and There’s Virgin Money' brand strategy through social and digital media.
The agency was hired to its content account last month.