The internet is home to anything and everything and in Virgin Media’s latest campaign the brand showcases the power of the internet to inspire and enable future generations.

In the new uplifting work, created by adam&eveDDB, entitled ‘Skatergirl’, audiences see a young female skateboarder take inspiration from online videos and connect with her peers both online and in real life to spur her on to successfully perform a trick.  

‘Skatergirl’ follows the story of Aamira, a young skater befriended by a skate crew after a day at the park doesn’t go quite as planned. When Aamira falls off her skateboard while attempting to ‘drop in’ a skate bowl at first she is disheartened but soon she is encouraged by a video sent by other skaters telling her not to give up. 

Aamira is able to connect with these new friends both online and in real life, building friendships that gives her the confidence to achieve her goal. At the end of the ad, surrounded by her friends, Aamira manages to successfully complete the trick.

As part of Virgin Media’s mission to feature the ‘under-represented’ in advertising, it carried out new research that found skateboarding communities to be extremely inclusive, connecting people from a range of ages and backgrounds. 

The skating community extends beyond in-person and has a large presence online and on social media which has enabled skateboarders to connect and showcase their skills. This has helped the community connect and engage with one another as well as build a new audience they may otherwise now have reached.

The star of the advert, Aamira, is part of one such group, ‘Melanin Skate Gals & Pals’; a community in London that aims to empower marginalised communities as well as amplifying their voices which acted as an inspiration behind the new campaign. 

“The campaign is an example of how technology can unite people from different backgrounds and communities, enabling them to share in their pursuits, often in unexpected and serendipitous ways." added Paul Knott, Creative Director at adam&eveDDB.

This campaign also sees Virgin Media introduce the ‘We’re better, connected’ endline; shared with O2 and designed to reflect the shared purpose of both brands as they merge into VMO2. 

The uplifting ad, created by adam&eveDDB, is at the heart of a new integrated campaign that will include digital media, social, outdoor and online video.