Happy Ever Avatar: Virgin Media’s Latest Campaign Features an in-Game Love Story

Virgin Media’s latest campaign features a timeless love story that is set in the world of online gaming, powered by its fast and reliable WiFi. The ‘Faster Brings Us Closer’ campaign plays on the power of Virgin Media’s ultrafast network with the touching story of students Jade and Jake, who form an instant connection after meeting in an online video game.

Virgin Media’s new TV film, which debuts tonight on ITV, emulates a classic love story reimagined for today’s digital world. After Jade defeats Jake in a gaming battle, they decide to team up and the more time they spend in the virtual world, the more their feelings for each other grow.  The narrative builds up to a virtual ‘meet cute’ where the characters take their relationship to the next level, meeting face-to-face via video call.

The uplifting ad, created by adam&eveDDB, is the heart of a new integrated campaign that will include digital media, social and a four-month radio partnership with Bauer Media.  The media for the campaign, which has been optimised for lockdown, was planned and bought by Manning Gottlieb OMD and in continuation of the gaming theme, features a ‘playable ad’ on social and several OVOD partnerships including Twitch.

Cilesta Van Doorn, executive director of brand and marketing at Virgin Media, said: “Building connections that really matter is why we exist at Virgin Media and, once again, we’ve put this sentiment right at the heart of our new campaign. In this increasingly digital era we’re living in, relationships are blossoming in new and unexpected places. For our latest ad, we’ve reimagined a classic love story that includes all of the warm fuzzy feelings you’d expect, but set in a fast-paced video game. We’ve loved showing a different, heart-warming side of gaming as Jade and Jake work together and form a connection in the process, suggesting that even in the virtual world, you can find love when you least expect it.”

“During the pandemic we’ve seen a rise in online gaming, and stories of gamers finding real love in virtual worlds. " added Martin Beverley, CSO at adam&eveDDB. "Our new campaign tells one of those stories – an old fashioned love story in a new fashioned, fast-internet world. Virgin Media’s ultrafast broadband brings us closer even when we can’t meet in person.”

The launch follows Virgin Media’s morale-boosting ‘Stay connected’ campaign, as the provider continues to highlight the importance of timeless human connections during uncertain times.