All work and no play can make life very dull. So Virgin Media is here to help us prioritise play and remind everyone of its true value. 

Publicis Dublin’s nationwide through the line campaign for Virgin Media brings this idea to life by showing a series of toy figurines breaking free from their packaging to have some fun in a closed department store at night-time. But these aren’t your typical action figure type toys. There’s the Financial Advisor, the IT Technician, the Call Centre Operator. These toys represent all of us who’ve become trapped in the everyday grind. We watch as they use a combination of tech and toys to find their play. It’s Playtime.

The campaign was created by Publicis Dublin, produced with Antidote, directed by Chris Balmond and post-production by Freefolk.