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Bravo celebrates its 25th anniversary this year and a spokesman for Virgin Media Television said this campaign was the first of various marketing pushes which will aim drive a positive re-appraisal of the channel and build on its brand affinity.

The first series of  'Sons of Anarchy' was Bravo's highest rating scripted drama series. Starring British actor Charlie Hunnam and Hollywood actor Ron Perlman in a tale about an outlaw motorcycle gang in a small Californian town, the second series starts on 28 April.

The TV spots, produced in-house by VMtv Creative, will air from 28 April and include action shots from the series alongside quotes from TV critics from The Independent and Sky Magazine.

The spokesman from Virgin Media said the TV ads will air on Channel 4, Channel 4 Digital, FX, Syfy, ITV1, ITV4, Comedy Central, Five and Five USA as well as across the Virgin Media Television channel portfolio to attract a mainstream audience.

The campaign, which was planned and bought by Manning Gottlieb OMD, also includes outdoor ads appearing from next week on media such as CBS Outdoor's digital escalator panels on the London Underground and JCDecaux's 48-sheet posters in national rail stations.

Other activity such as flyposting across seven UK cities and specially created ads for Absolute Radio's podcasts are designed to appeal to a marginally younger demographic.

A print campaign, which was designed along with the outdoor ads by The Brooklyn Brothers, will consist of ads in Metro, Shortlist and The Evening Standard.

Jo Davey, head of marketing at Virgin Media Television, said: "Sons of Anarchy more than doubled its audience in the US during this series and had huge critical acclaim. This campaign absolutely positions Bravo as the ultimate home of brave, premium drama that you have to discover!"