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Skatergirl Overcomes Adversity to Master Her Craft in Virgin Media Spot from adam&eveDDB

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inspirational ad from the Fridman Sisters introduces ‘We’re better, connected’, an endline shared with O2 to reflect the shared purpose of both brands as VMO2

Skatergirl Overcomes Adversity to Master Her Craft in Virgin Media Spot from adam&eveDDB

Virgin Media’s latest campaign sees a young female skateboarder take inspiration from online videos and connects with her peers both online and in real life to spur her on to successfully perform a trick. 

The ‘We’re better, connected’ campaign, created by adam&eveDDB, plays on the speed leadership of Virgin Media’s hyperfast network, with gigabit speeds now available to more than 15.5 million homes across the UK.

The new advert celebrates the power of connectivity in bringing new friends together. ‘Skatergirl’ is the story of Aamira, a young skater befriended by a skate crew after a day at the park doesn’t go quite as planned.  

Aamira bails (falls off) her skateboard while attempting to ‘drop in’ on a skate bowl. At first dejected, she is encouraged by a video she is sent by other skaters telling her not to give up.

She connects with these new friends both online and in real life, building a friendship that gives her the confidence to achieve her goal. At the end of the ad, surrounded by her friends, she attempts the trick again. And this time, she nails it.

As part of Virgin Media’s mission to feature the ‘under-represented’ in advertising, it carried out new research that found skateboarding communities to be extremely inclusive, connecting people from a range of ages and backgrounds.

This extends beyond skateparks and car parks of the UK with the rise of online and social media platforms, which has enabled skateboarders to share their talent with millions of people online. This has helped them connect and engage with a new audience that they otherwise may not have.

The star of the advert, Aamira, is part of such a group called ‘Melanin Skate Gals & Pals’, a community in London that aims to empower marginalised communities as well as amplifying their voices and was the inspiration behind the new campaign.

Simon Groves, executive director of brand and marketing at Virgin Media O2, said: “Our latest campaign shows just how integral the internet is in inspiring us, connecting us, and helping us achieve our dreams, no matter what our background. It’s a story about exactly why we’re better, connected. And as the UK’s fastest major broadband provider, Virgin Media provides the very best connectivity experience.”

The uplifting ad, created by adam&eveDDB, is at the heart of a new integrated campaign that will include digital media, social, outdoor and online video. The media for the campaign, was planned and bought by Manning Gottlieb OMD.

Paul Knott, Creative Director at adam&eveDDB, said: “The campaign is an example of how technology can unite people from different backgrounds and communities, enabling them to share in their pursuits, often in unexpected and serendipitous ways."

The new TV film will debut on Friday 4 February on ITV during the broadcast of Manchester United’s FA Cup tie v Middlesbrough.

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Credits

Client: Virgin Media O2

Brand: Virgin Media

Project/Campaign name: We’re better, connected - Skatergirl


Creative agency: adam&eveDDB

Chief Creative Officer: Richard Brim

Creative Director/s: Tim Vance & Paul Knott

Copywriter: Edward Usher

Art director: Xander Hart

Agency producer/s: Nikki Cramphorn, Persephone Withnell & Lucy Trower

Planner/s: Claire Strickett & Samaneh Zamani

CEO: Tammy Einav

Managing Partner: Sam LeCoeur

Business Director: Fay Taylor

Account Director: Ross Keane

Account Manager/s: Olivia Rose & Sarah Warnes

Account Executive: Becky Kilner

Design & Retouching: King Henry

Design & Retouching Producer: Dan Sandalls

Retoucher: Charlie Townsend

Design Director: Carl Warren

Artworker: Sam Harris & Dave Callow

Repro Producer: Jonny Young

Digital Display Production: Cain&Abel

Executive Producer: James Brown

Producer: Gidon Cohen

Senior Digital Designer: Sam Barker

Digital Designer: Mauricio Brandt

Media agency: Manning Gottlieb OMD

Media planner/s: Paula Mankelow , Spencer Corrigan , Tessa Jourrou, Scott Rafter-Mitchell, Charlie Sadler, James Rawlings

Production company: Stink Films

Executive Producer: Jon Chads

Producer: Dulcie Kellett

Director: Fridman Sisters

D.O.P: Adolpho Veloso

Editing Company: Trim Editing

Editor: Elise Butt

Post Production: Untold Studios

Executive Producer: Ian Berry

Producer: Ellie Joseph

Digital Executive Producer: Tom Igglesden

Digital Producer: Ella Glazer

Production Assistant: Jordan Malonga

VFX Supervisor: Alex Gabucci

VFX Artists: Andres Ramos, Andrew Bayliss, Andrew Curtis, Cameron Johnson, Emma Tyler, Francesca McCall, Harry McCusker-Bland, Hayden Adams, Jess Gaynor, Joe Kane, Julie Cruette, Martin Egger, Mohammed Mouzi, Tom Moreland

Colourist: Julian Alary

Music Supervisor: Jesper Gadeberg

Audio Post Production: Factory

Producer: Mikey Hill

Sound Design & Mix: Phil Bolland

Soundtrack name and composer: This Is Me – Kullah

Clients

Director of Brand & Marketing: Simon Groves

Marketing Director: Amy Gilbert

Head of Campaigns: Sophie Buxton

Senior Advertising Manager: Ella Wilcox

Advertising Manager: Ben Jobson





Categories: Utilities, Internet

adam&eveDDB, Fri, 04 Feb 2022 09:18:09 GMT