Virgin Media takes inspiration from Toy Story in this out-of-the-box ad
These aren’t typical dolls though, each miniature represents a different type of career.
Virgin Media is leaning into the fun side of life with this fast-paced 60-second ad that sees a bunch of toys come to life. In ‘It’s Playtime,’ viewers see the various characters spring to life from their packaging and begin to bust a move on the colorful dancefloor as the 90s hit tune Word Up plays in the background.
Amid the animated dolls, there’s the financial advisor model, an IT technician and a fun-size call entre operator, who break free from the everyday grind of life.
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Niamh O’Driscoll, head of brand and marketing at Virgin Media, said: “We’re launching our playtime platform at an exciting time for the business as we expand our footprint of services nationwide. The campaign is a culmination of over 12 months of research, development and ideation with the Publicis team and we’re delighted to launch it in an integrated through-the-line campaign.”
The creative push for the telecoms brand is the work of ad agency Publicis Dublin and will run in Ireland. Produced with Antidote with post-production by Freefolk, the spot was directed by Chris Balmond, who has worked on campaigns for the likes of KFC and Disney+.
Ger Roe, board creative director at Publicis, added: “ We know that being connected 24/7 can sometimes be more of a hindrance than a release so we wanted to turn our phones and TVs back from tools into toys. Playtime looks different for everyone and with this campaign, we had a lot of fun showing the benefit of being a Virgin Media customer and what that means for the little and big things in your life.”
Virgin Media is no stranger to unique character-led advertising; last year, the brand introduced a motorbike-riding Highland cow to promote its wifi services.
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