Catch-up TV is big business. Gone are the days of having to eagerly wait for a week until the next instalment of your favourite show. Many series are now released in full online, or lure you in with the auto-play pop-up that appears when you finish an episode.
There is almost too much to watch, a reality that Virgin Media has addressed with their V6 TV box and in the slot created by BBH, Entertainment in Harmony. The ad promotes the box, with the tagline, 'Where Awesome Entertainment Comes Together'. Virgin’s V6 box allows users to record six channels simultaneously while downloading or streaming a seventh. It also allows for multi-screen viewing on mobile and is 4K ready.
Entertainment in Harmony features characters from a range of shows available on Virgin’s TV platform, all dancing inside the box’s world to Missy Elliott’s track We Run This. It celebrates the variety of programmes available as well as starring Virgin Media brand ambassador Usain Bolt. The film also nods to the brand’s football offering and their sponsorship of Southampton FC.
The campaign has been designed to feel like a live theatrical performance and will run across TV, social, online, print and OOH.