Virgin Media is relying on Brits’ love of animals in the second instalment of its “To Better and Beyond” creative campaign, running the “Highland Cow” off the road to bring in a CGI hang-gliding goat to promote its ultrafast broadband package.
Devised by VCCP London, the film opens on a herd of goats stuck on a remote mountainside, each stumbling around on the precipice. As the 80s song, ‘St Elmo’s Fire’ by John Parr kicks in, the wheels of a hang glider come into view travelling across the rocky mountain terrain.
As the glider gathers speed, a goat is revealed as the pilot, and reaching the edge of the mountain, it takes off, soaring off into the skies. Having found a better way to the rest of the herd, the camera pans to its joyful face, at the same time the voiceover reveals the campaign strapline “Why stumble when you can soar?”
The campaign backs Virgin Media’s pledge to never stop in its quest to make things better for its customers and challenge the status quo. The company claims to offer the UK’s fastest WiFi Guarantee of any major provider, promising customers minimum download speeds of 20Mbps in every room or (some) money back.
Built in CGI, “Goat Glider” will roll out throughout the UK across multiple platforms., including TV, BVOD, social, retail, and The O2. MG OMD handled the media planning and buying for the campaign.
Virgin Media O2 marketing director Simon Valcarcel said: “Our latest campaign highlights the truly unstoppable spirit of the Virgin Media brand and our ambitions to provide our customers with the very best connectivity to help them reach new heights. Through our market-leading WiFi Guarantee, we want our customers to truly feel like they can do anything in life – like our hang-gliding goat.”
VCCP London deputy executive creative director David Masterman added: “Picking up from where our Highland Cow left off, we wanted to dramatise the unstoppable power of Virgin Media’s broadband with the story of a goat who leaves his stumbling herd behind to take to the skies.”
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