Virgin Media launches brand new marketing campaign

‘It’s Playtime’

The campaign launches today across TV, Radio, Digital, Out of Home and Social


Thursday 16th February 2023: Virgin Media has today launched a brand-new integrated marketing campaign, ‘It’s Playtime’. The new campaign celebrates all the things that Virgin Media customers can do with the power of their services, connecting to the things they love to do and unleashing their play.


Following extensive customer research, the insight was uncovered that often the serious side of life can get in the way of enjoying life’s experiences.


The new campaign features toys in a box that, quite literally, have forgotten how to play. But these aren’t your typical type of action figure toys. These toys represent all of us who’ve become trapped in the everyday grind. With the power of Virgin Media however, they can break free from boredom and get back to what they love - everything from scrolling through social media to bungee jumping.


The campaign was created by Publicis Dublin, directed by Chris Balmond and produced by Antidote Films. With the media strategy by OMD, the campaign is live across AV, OOH, radio, digital and social from today.


Commenting on the launch, Paul Higgins, Vice President of Commercial, Virgin Media said: “We’re launching our playtime platform at an exciting time for the business as we expand our footprint of services nationwide. The campaign is a culmination of over 12 months of research, development and ideation with the Publicis team and we’re delighted to launch it in an integrated through the line campaign.”


Sinead Dennis, Business Director, Publicis, “We worked collaboratively with the Virgin Media team over the past 12 months to understand and unlock what play really means to our customers and, importantly, what role the brand can play in helping to facilitate that.”


Ger Roe, Board Creative Director, Publicis, says, “We know that being connected 24/7 can sometimes be more of a hindrance than a release so we wanted to turn our phones and TVs back from tools into toys. Playtime looks different for everyone and with this campaign we had a lot of fun showing the benefit of being a Virgin Media customer and what that means for the little and big things in your life.”


To find what Virgin Media services are in your area, visit


The TV advert is available to view here -


Images are available to download here -


Interviews are available upon request.