Virgin Media has launched an integrated brand campaign, ‘Why walk when you can ride?’ to launch its wi-fi guarantee, demonstrating the internet provider’s commitment to delivering superior connectivity, reliability, and speed.

The campaign, developed by VCCP London, will roll out throughout the UK across multiple formats and leads with a hero 60-second film, ‘Highland Rider’, directed by award-winning director, Jeff Low. Supported by a 30-second spot, the film depicts the story of a highland cow who, inspired by epic biking scenes shes seen streamed over Virgin Media wi-fi, goes to better and beyond by taking to the tarmac on a motorbike.

The campaign runs until late November across TVC, BVOD, display, social, retail, OOH at The O2 and OLV (YouTube). MG OMD handled the media planning and buying for the campaign.

The new strategic and creative platform builds on Virgin Media’s existing speed credentials and bolsters its position further by highlighting its reliability credentials too thanks to the launch of its new wi-fi guarantee.

“The Virgin Media brand is rooted in unstoppable spirit and a desire to continually push boundaries to offer our customers more,” said Virgin Media O2 Marketing Director, Amy Gilbert. “From our unrivalled broadband speeds to our market leading wi-fi guarantee, the purpose of our new campaign is to bring to life the superior connectivity we offer customers, with a bit of Virgin Swagger.”