Virgin Media undeletes primetime TV in new TiVo campaign

01/03/2013

Virgin Media is taking over primetime TV in a new Virgin Media TiVo advertising campaign. Some of the nation's favourite shows will disappear before viewers' eyes, by being accidentally deleted, before TiVo comes to the rescue with its powerful undelete' feature.

Opening credits for hit shows including Coronation Street, Dancing on Ice and One Born Every Minute will start before the picture disappears and a voiceover realises they've accidentally deleted the show. But Virgin Media's TiVo service has a powerful undelete' function which keeps all recently deleted shows safe just in case. So the relieved voiceover simply reaches for the undelete' button and continues to watch the show.

Viewers will see the first takeover during Coronation Street tonight on ITV1.

Richard Larcombe, director of advertising and sponsorship at Virgin Media, said: Our customers love how TiVo helps them watch their favourite telly and our incredible service has a whole host of impressive features that mean you never have to miss a moment - even if you accidentally delete it, TiVo can bring it back in a jiffy. This innovative campaign brings home the message that TiVo gives you amazing control over your TV and I'm delighted to launch another ground-breaking takeover from Virgin Media that will capture the imagination of viewers.

The ads were created by BBH with media planning by Fifty6.

Danny Bennett, Account Director at Fify6, said: It was an exciting challenge to deliver the TiVo undelete' message in such an innovative way but, through close collaboration with Virgin Media, our media owner partners and BBH, we've created fantastic visual impact and cut through of the undelete' function message.

Virgin Media first interrupted primetime TV last year when they took over Yeo Valley, Citroen and Magners ads to support the call for better broadband. Halfway through the ads were paused and buffered several times before promising a better online viewing experience with Virgin Media's superfast broadband service. The 2012 ads were awarded Best Media and Entertainment Campaign' in the Campaign Media Awards 2012.

Virgin Media TiVo is already in over 1.3 million UK homes, making it the fastest growing pay TV service in the UK. The launch of Virgin TV Anywhere has now taken the next generation digital entertainment service onto computers, tablets and smartphones.

Notes to Editors

BBH Creative Team: Dan Morris & Charlene Chandrasekaran

BBH Creative Director: Matt Doman & Ian Heartfield

BBH Producer: Roz Prentice

BBH Team Manager: Lucy Scott & Katie Beevers

BBH Team Director: Brenda Frixa

BBH Strategist: Lucia Komljen

BBH Strategic Business Lead: Helen James

Post Production: The Mill

Editor/Editing House: Charlotte Carr /The Mill

Sound: Factory Studios

For journalist enquiries contact

Press Office

t: 0207 909 2225

e: pressoffice@virginmedia.co.uk

About Virgin Media

Virgin Media is the first provider of all four broadband, TV, mobile phone and home phone services in the UK.

The company's cable network the result of a multi-billion pound private investment delivers ultrafast broadband connections to over half of all UK homes, with speeds of up to 100Mb, and is being expanded to reach thousands more people across the country.

Virgin Media has developed the most advanced interactive television service, bringing together broadcast TV, thousands of hours of on demand programming and the best of the web in a single set-top box powered by TiVo. The company was the first to offer HD TV and 3D on demand to millions of UK households.

Virgin Media also operates the most popular virtual mobile network in the UK which, when launched, was the world's first such mobile phone service. It is also one of the largest fixed-line home phone providers in the country.

Virgin Media Inc. is listed on the NASDAQ Stock Market and the London Stock Exchange (VMED).

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