Ad of the Day: Virgin Media celebrates the connective power of music
Virgin Media has launched the second installment of its ‘Faster Brings us Closer’ campaign, which centers on how two generations come together over a mutual love of music, with the help of superfast broadband.
The integrated campaign has been created by Adam&EveDDB, and will run for four months across multiple channels and is fronted by a new film. The film has been directed by Maceo Frost, and celebrates the power of connectivity and cross-generational influence through the medium of music.
The TV film follows a budding singer-songwriter, played by visual artist and musician Lava La Rue, who comes across a 90s jungle track recorded by their father and dedicated to them when they were a child. The discovery inspires them to remix their own version with new lyrics, titling the track For You, before paying tribute to their father live on stage.
Speaking on the spot’s emotive storyline, Richard Brim, chief creative officer at Adam&EveDDB, says: “This film has a powerful story to tell, and it was important to work with artists like Lava and the director, Maceo, whose own lives echo the narrative, so that we could honestly celebrate the influence of different cultures on our music culture.
“The mix of the visuals, the soundtrack and the story evoke very specific moments in time, but together they create an experience we can all relate to – the passing of influence between generations.”
The campaign is the second chapter of the ‘Faster Brings us Closer’ creative, which launched earlier this year and told of a love story in the world of online gaming.
Cilesta Van Doorn, executive director of brand and marketing at Virgin Media, says: “The ‘Faster Brings us Closer’ series fuses Virgin Media’s purpose of ‘building connections that really matter’ with what the brand is known for most – speed – and the second chapter of this campaign tells another familiar story of connection.
“We’re proud to continue our recent focus on emotional brand-building, and this shift in strategy is bringing strong benefits in both the long and short term – commercially and for our master brand equity.”
The new campaign from the broadband provider will run across TV, cinema, VOD, OOH, online, press and social, with media planned and obtained by Manning Gottlieb OMD, and sees the creation of two original songs, written and produced by Curation and Lava La Rue, featuring Topcat.
In support of the new film, Virgin Media will be launching a TikTok challenge featuring Lava La Rue’s track, crafted as a playful twist on the campaign creative, which is due to kick off in August. Virgin Media is also teaming up with Spotify for the first time to develop a bespoke music legacy generator, enabling its customers and music lovers all over the globe to learn more about the heritage of their favorite songs and the tracks that inspire them.
You can view the campaign in full by clicking on the box below. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.