A herd of goats are stuck on a remote mountainside, each stumbling around on the precipice. As the ‘80s classic song, St Elmo’s Fire by John Parr kicks in, the wheels of a hang glider come into view travelling across the rocky mountain terrain. As the glider gathers speed, a plucky goat is revealed as the pilot, and reaching the edge of the mountain, it takes off, soaring off into the skies. Having found a better way to the rest of the herd, the camera pans to its joyful face, at the same time the voiceover reveals the campaign strapline, Why stumble when you can soar?
If a cow riding a motorbike was an attention-grabbing way for VCCP London to promote Virgin Media’s superior Wifi Guarantee last year, a flying goat adds the emotive power of ultimate freedom.
The new campaign is VCCP London’s second instalment of Virgin Media’s To Better and Beyond showing off its new ethos and tagline, See What You Can Do.
The eye-catching Goat Glider campaign is running across the UK in multiple platforms, launching on July 7 during ITV’s new Black British drama, Riches, until October 22. The 60-secnd hero film was directed by Sam Brown. Untold Studios managed post-production of this and the earlier film. The full campaign covers TV, BVOD, social, retail and The O2. MG OMD handled the media planning and buying for the campaign.
Simon Valcarcel, marketing director at Virgin Media O2, stated, “Our latest campaign highlights the truly unstoppable spirit of the Virgin Media brand and our ambitions to provide our customers with the very best connectivity to help them reach new heights. Through our market-leading WiFi Guarantee, we want our customers to truly feel like they can do anything in life – like our hang-gliding goat.”
David Masterman, deputy executive creative director at VCCP London,added, “Picking up from where our Highland Cow left off, we wanted to dramatise the unstoppable power of Virgin Media’s broadband with the story of a goat who leaves his stumbling herd behind to take to the skies in a hang glider.”
Here’s where the campaign began:
