The campaign, "Masters of entertainment", is spearheaded by a new TV ad, which will go live with a 60-second spot during The X Factor tomorrow night and The Last Leg – Paralympics Special on Channel 4.
The ad by Bartle Bogle Hegarty features six children, portrayed as being sinisterly powerful due to their innate understanding of technology. The last child to speak, a boy wearing a hoodie, approaches the camera saying: "We are the masters of entertainment because we are seven, and you are not. You need help." The tagline reads: "It’s time to simplify TV".
The initial ad will be followed by 20-second spots focusing on specific product benefit messages, starting with "smart search" on TiVo, which can locate shows for the user with only the first letter of the name.
The campaign was created by Tom Drew and Uche Ezugwu for BBH, and directed by Traktor for Rattling Stick. The media planning was handled by Manning Gottlieb OMD. The ad will also run across cinema, video-on-demand, display, mobile, social, search, and out-of-home channels.
Kerris Bright, chief marketing officer at Virgin Media, said: "This campaign is the start of a major investment in building Virgin TV. These days, the telly we love is hiding all over the place. The shows we want to watch are no longer just on live TV – they’re on a range of services, like catch up, on demand or services like Netflix. There is more to choose from, but you have to look harder to find the TV you love.
"That is where we come in. We bring the best bits of the TV world together, no matter who made them. The TV you love, the way you want it, brilliantly brought together by Virgin TV."