senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745
Virgin Media Breaks Skateboarding Guinness World Records during Channel 4 Ad Break Takeover
25/04/2022
Group745
Advertising Agency
London, UK
282
Share
The activation, created by Audience, is part of Virgin Media’s ‘We’re Better, Connected’ campaign, with the film created by adam&eveDDB
Group_3646

Virgin Media and its ‘Speed Demons’ skateboarding team, have achieved a Guinness World Records title for the Fastest standing skateboard speed downhill (team), with the incredible feat shown as an ad break takeover on Channel 4 during the Formula 1 Emilia Romagna Grand Prix highlights on Sunday 24 April.

The inspiring film, which is the latest instalment of Virgin Media’s ‘We’re Better, Connected’ campaign, was created by adam&eveDDB and features Guinness World Records title holder Peter Dashwood-Connolly and his team of Virgin Media ‘Speed Demons’- a quartet of speed skateboarders from the UK and Europe.

The location of the film and the successful record attempt was achieved in the beautiful Yorkshire countryside, with the team having to endure challenging bends, slopes and weather conditions during their record-breaking endeavours.

To achieve the record, the speed skaters needed to travel connected at a speed faster than 49.7mph under the watchful eye of an official Guinness World Records adjudicator.

The film begins by showing the team of skateboarders coming together over breakfast to plan the record attempt and work out exactly how they can accomplish the record.

It captures the trials and tribulations of the record attempt, with the groups’ successes and failures being captured on camera. The high-octane sprint down the mountain is captured using drones, showing the connected nature of the stunt.

The finale of the new film concludes with the team finishing their record attempt, with a rush of CO2 cannons, cheering fans in attendance and fireworks as they cross the finish line. There is then a moment of suspense as the skateboarders await confirmation from the adjudicator.

After some deliberation, the adjudicator officially announces that the Virgin Media Speed Demons have broken the Guinness World Records title for the Fastest standing skateboard speed downhill (team) with a top speed of 52.788mph, smashing the previous record and presents them with their certificate.

Simon Groves, director of brand and marketing at Virgin Media O2, said: “We wanted to achieve something unforgettable that resonates and sticks with the viewer and what better way to do this by breaking such an awe-inspiring Guinness World Records title on national television. The Virgin Media Speed Demons and their captivating endeavours really bring to life the true power of speed and the importance of teamwork and connectivity.”

The new film, created by adam&eveDDB, is part of Virgin Media’s ‘We’re better, connected’ campaign which was launched in February with their highly successful ‘Skater Girl’ campaign. The media for the campaign, was planned and bought by Manning Gottlieb OMD.

Stephen McIntosh, head of brand experience at Audience, said: "The Virgin Media Speed Demons activation was created with connectivity and speed at its heart. We wanted to create a moment that went much deeper than speed, to bring a community together to do something that had never been done before by breaking a world record. From the skateboarders to those in attendance including Virgin Media customers, everyone was there to witness a piece of history.”

Credits
Agency / Creative
Production
Work from adam&eveDDB
Group745
SYNC25
Valuable 500
30/01/2024
11
0
Group745
Grid
EmergentX
23/11/2023
12
0
ALL THEIR WORK