Virgin Media’s latest campaign sees a young female skateboarder take inspiration from online videos and connects with her peers both online and in real life to spur her on to successfully perform a trick.
The ‘We’re better, connected’ campaign, created by adam&eveDDB, plays on the speed leadership of Virgin Media’s hyperfast network, with gigabit speeds now available to more than 15.5 million homes across the UK.
The new advert celebrates the power of connectivity in bringing new friends together. ‘Skatergirl’ is the story of Aamira, a young skater befriended by a skate crew after a day at the park doesn’t go quite as planned.
Aamira bails (falls off) her skateboard while attempting to ‘drop in’ on a skate bowl. At first dejected, she is encouraged by a video she is sent by other skaters telling her not to give up.
She connects with these new friends both online and in real life, building a friendship that gives her the confidence to achieve her goal. At the end of the ad, surrounded by her friends, she attempts the trick again. And this time, she nails it.
As part of Virgin Media’s mission to feature the ‘under-represented’ in advertising, it carried out new research that found skateboarding communities to be extremely inclusive, connecting people from a range of ages and backgrounds.
This extends beyond skateparks and car parks of the UK with the rise of online and social media platforms, which has enabled skateboarders to share their talent with millions of people online. This has helped them connect and engage with a new audience that they otherwise may not have.
The star of the advert, Aamira, is part of such a group called ‘Melanin Skate Gals & Pals’, a community in London that aims to empower marginalised communities as well as amplifying their voices and was the inspiration behind the new campaign.
Simon Groves, Executive Director of Brand and Marketing at Virgin Media O2, said:
“Our latest campaign shows just how integral the internet is in inspiring us, connecting us, and helping us achieve our dreams, no matter what our background. It’s a story about exactly why we’re better, connected. And as the UK’s fastest major broadband provider, Virgin Media provides the very best connectivity experience.”
The uplifting ad, created by adam&eveDDB, is at the heart of a new integrated campaign that will include digital media, social, outdoor and online video. The media for the campaign, was planned and bought by Manning Gottlieb OMD.
Paul Knott, Creative Director at adam&eveDDB, said:
“The campaign is an example of how technology can unite people from different backgrounds and communities, enabling them to share in their pursuits, often in unexpected and serendipitous ways.”
The new TV film will debut on Friday 4 February on ITV during the broadcast of Manchester United’s FA Cup tie v Middlesbrough.
Watch the full film here:
More information on the campaign here: https://www.virginmedia.com/broadband/speeds