Virgin Media ad celebrates intergenerational musical connection

Virgin Media’s latest space celebrates an intergenerational musical connection between a father and daughter.

Starring Lava La Rue as a budding singer-songwriter, the 2nd instalment of its “Sooner brings us nearer” advertising campaign by Adam & Eve/DDB centres on two generations coming together over a mutual admire of music.

After Lava La Rue discovers a 1990s jungle track dedicated to them when they were a tiny of one, their remix track curation is aided by the vitality of Virgin Media’s “lightning-quick broadband”. Titling the recent track For You, Lave Lu Rue is seen paying tribute to their father stay on stage.

The ad is directed by Maceo Frost thru Knucklehead. As the son of a drum and bass DJ, Frost changed into in a dilemma to purchase the celebration of indecent-generational affect thru the medium of music.

The integrated advertising campaign, duplicate written by Edward Usher with art work direction by Xander Hart, will traipse at some stage in TV, cinema, VOD, out of home, on-line, press and social. Media has been deliberate and sold by Manning Gottlieb OMD. The gap will traipse for four months at some stage in assorted channels and debuts on 16 July on ITV at 8.05pm.

For the “For you” ad, two fashioned songs had been written and produced by Curation and Lava La Rue, that comprises Topcat.

In make stronger of the film, Virgin Media can be launching a TikTok mission in August that comprises Lava La Rue’s track. Virgin Media is additionally partnering Spotify to originate a bespoke music legacy generator, enabling its customers to study more in regards to the heritage of their favourite songs and the tracks that inspired them.

Cilesta Van Doorn, govt director of trace and advertising at Virgin Media, acknowledged: “The ‘Sooner brings us nearer’ sequence fuses Virgin Media’s cause of ‘building connections that genuinely topic’ with what the emblem is famous for most – traipse – and the 2nd chapter of this advertising campaign tells one other acquainted fable of connection.

“We’re proud to continue our recent point of interest on emotional trace building, and this shift in scheme is bringing strong benefits in both the lengthy and quick length of time – commercially and for our masterbrand fairness.

“In our latest TV film, now we have played homage to the 90s jungle scene and labored with cultural experts On Twin carriageway and our inner Belonging Collective to carry the fable to lifestyles within the most reputable manner that you’ll be in a position to be in a dilemma to mediate.”

Virgin Media’s “Sooner brings us nearer” advertising campaign launched in February with a neighborhood that confirmed two students forming an immediate connection when they meet in an on-line on-line game.

Next week, Virgin Media will unveil its first tiny enterprise advertising campaign below the “Sooner brings us nearer” wrapper. The digital advertising campaign, created by Merkle, will open on 19 July and follows three tiny enterprise customers – Camden Gape Firm, Extremely Education and Salut Wines – as they utilize digital to traipse up their companies into recent areas.