The ads aim to showcase Virgin Media’s growing HD line up, including BBC HD, ITV1 HD, ESPN HD, Living HD and, soon to launch, Film4 HD.
Following yesterday’s Competition Appeal Tribunal ruling, Sky Sports 1 and Sky Sports 2 in HD will also soon join Virgin Media’s line-up.
The ad will air from tomorrow, (1 May), with its first slot during Britain’s Got Talent on ITV1 and ITV1 HD. The broadcaster is set to show the entire world cup in HD.
The ad opens with a family at home and about to experience HD TV from Virgin Media for the first time.
Handed the remote control, the son turns on the TV and the living room fills with light as they join a football match in full flow. At the touch of a button the scene changes and the room is filled with penguins. As the remote control is raised once more soldiers crawl across the living room floor and, as a final explosion strikes, the family sits back, awestruck.
The ad closes on “Virgin Media. Amazing HD. No extra monthly fee.” They were created by Rainey Kelly Campbell Roalfe/Y&R.
Ashley Stockwell, executive director of brand and marketing at Virgin Media, says: “As we make HD available to millions of people for no extra monthly fee, our new HD campaign showcases the glorious experience of watching the forthcoming football World Cup, as well as a wide range of entertainment including movies, music, drama and nature all in amazing High Definition.”
The TV ads are part of a multi-million pound media campaign for Virgin Media, which includes TV, print, outdoor, cinema and online.
Earlier this week, Virgin Media said it added a net total of 38,300 new households to its cable subscription base in the first quarter of the year, boosted by its £41m marketing spend.
Rival BSkyB’s marketing spend is on course to hit £1bn this year as the pay-TV company looks to build on a 76% bump in take up of its high definition television service. It has been running campaigns for its HD service throughout the year.
Virgin Media is currently reviewing its creative, direct and digital marketing agencies, in an effort to develop an integrated approach to its communications.