The first print ads, to be followed up with a TV campaign, take a simpler approach to advertising its media products, with the message ‘broadband power to the people'.
Virgin Media told Marketing last month that Hollywood actor Samuel L Jackson, which has fronted ads for video-on-demand and 50Mb broadband services for the past year, was to be dropped from the new ads.
The super-fast 50Mb broadband service - launched as the ‘mother of all broadband' late last year - is taking a back seat in the campaign.
Virgin is working with its three lead agencies on the campaign: Rainey Kelly Campbell Roalfe/ Y&R, Rapier and Start Creative.
Virgin Media is also completing the search for its first retained digital agency to deliver creative online marketing for events like the V-Festival and Virgin Media Shorts, and boost its social networking activities.
The company has a shortlist of seven agencies pitching for the account.
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