Adam&EveDDB's debut ad for Virgin Media takes a dark creative turn

Virgin Media has taken a bold new creative direction illustration the benefits- and downfalls – of a life without barriers.

With ‘Unlimiting’ it demonstrated “the endless possibilities” of Virgin Media’s TV, broadband, mobile and home phone offering, supported by new campaign ‘You Can Do Anything”.

This marks the first work from Adam&Eve/DDB since being appointed earlier this year. The campaign will run for three months and is fronted by a new TV ad which premieres on 14 June during Celebrity Gogglebox on Channel 4. The campaign will also run across out-of-home, VOD, press, radio, online and social media, with media planned and bought by Manning Gottlieb OMD.

The work shows a dad’s new ‘I can do anything’ mind set, inspired by his Virgin media package. Things take a turn for the worst though as his confidence gets the best of him.The ad is scored with a remixed of Oh Yeah by Yello.

The TV ad will premiere on Channel 4, further promoted with unique idents that blend with the C4 logo.

Director of brand and marketing at Virgin Media, Cilesta Van Doorn, said “Unlimiting is a totally new creative platform for Virgin Media and ties in perfectly with the introduction of our new Ultimate Oomph bundle, which gives our customers the very best of our services. We’re known for our ultrafast broadband speeds so now we’re translating this into what it means for our customers – the ability to do more.

“Our new creative platform draws upon our ‘Virginness’ in an irreverent and rebellious way, bringing feeling of unlimiting to life. This is the first step on our journey to become the most irresistible brand in our market – and out of it.”

Adam&Eve DDB chief creative officer, Richard Brim, said “The moment we started working with the Virgin Media team, our shared ambition has been simple – to inject a new creative energy into the brand with a new promise for its customers. It’s also just been a lot of fun working with such an iconic brand at a really interesting time for them.”