The "department stores for cars" will aim to make the purchasing experience easier and more pleasurable for customers. The first showroom will open in Manchester this week, with further stores expected to roll out in the future.
RPM3's campaign highlights the ease with which a purchase can be completed, by using humorous analogies to dramatise the pain that can be associated with buying a car.
Four press and outdoor executions feature a sunburnt bottom, a footballer hit in the groin by a ball, a man jumping spread-eagled into a pool and a distracted man about to walk into a lamp post. The endline reads: "Now that's gonna hurt. Buying a car shouldn't."
The work was written by Steve McCabe and art directed by Keith Otter.
"Football" and "lamp post" were shot by Mooney Photography. Media was planned and bought by Manning Gottlieb OMD.
The above-the-line work will be supported by a radio campaign on Key 103 and Jazz FM.
All executions carry the Virgin Cars key-shaped logo with the brand's signature red colour.
The above-the-line creative will be supported by a radio campaign running on Key 103 and Jazz FM, which also breaks next week.