Virgin Media stretches itself with punchy debut from adam&eveDDB

Here it is then, adam&eveDDB’s debut for Virgin Media plugging its “Ultimate Oomph bundle” (can you imagine asking for one of those?)

The new idea is ‘Unlimiting,’ showing how Virgin can fulfil your dreams, whatever gadget you’re on, wherever you are. The old campaign by BBH, featuring Usain Bolt, majored on speed.

Virgin Media director of brand and marketing Cilesta Van Doorn says: “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 the 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.”

A&E CCO Richard Brim says: “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.”

Niftily directed by Ian Pons Jewell (yes really) for Academy.

Question is, can Virgin live up to its promise? Its record in that respect is, um, questionable.

Unlimiting is a pretty decent idea and very adam&eve. And it gives the agency and Virgin’s other marketing communications a lot of headroom.

Job done (so far.)

MAA creative scale: 8.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.