Virgin Media’s latest advert for its ‘Switch to Super’ campaign will air simultaneously across all five of ITV’s main channels on March 30th.
The new advert, which features the portrayal of Usain Bolt as a superhero and is the first to focus on Virgin Media’s recently announced Intelligent WiFi service for its customers, will get its UK TV premiere as part of ITV’s Proudly Presents initiative, with the new advert launched with a bespoke and innovative introduction.
TV viewers watching any of ITV’s five main channels (ITV main channel, ITV2, ITV3, ITV4 and ITVBe) as well as UTV and STV, will experience a short spoof takeover of their TV due to a simulated ‘WiFi issue’ which will then be followed by Virgin Media’s new 60 second advert.
This is the first time that ITV’s Proudly Presents has roadblocked a single advert across all of its channels at the same time. Previously the Proudly Presents format has been reserved for a single channel delivery.
Cilesta Van Doorn, Brand Director at Virgin Media, said: “This is a significant moment for Virgin Media as our amazing new SuperBolt advert features across all of ITV’s main channels simultaneously for the first time as part of Proudly Presents. The ad is the next chapter in SuperBolt’s journey and sees him struck by connectivity conundrums before our Intelligent WiFi steps in and saves the day – just like it will for our customers.”
Mark Trinder, Sales Director at ITV, added: “Our Proudly Presents format gives brands an attention grabbing introduction and has been used to launch some of the biggest advertising campaigns of recent years. But, this is the first time we have run such a partnership across the ITV family of channels. The creative execution, which highlights Virgin Media’s Intelligent WiFi, naturally lends itself to a roadblock moment and relies on each individual ITV channel personality. It’s a great example of how ITV can deliver real standout and context for brands.”