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Virgin Media: Skatergirl
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Virgin Media's latest campaign sees a young female skateboarder take inspiration from online videos and connects with her peers both online and in real life to spur her on to successfully perform a trick. The 'We're better, connected' campaign, created by adam&eveDDB, plays on the speed leadership of Virgin Media's hyperfast network, with gigabit speeds now available to more than 15.5 million homes across the UK. The new advert celebrates the power of connectivity in bringing new friends together. 'Skatergirl' is the story of Aamira, a young skater befriended by a skate crew after a day at the park doesn't go quite as planned. Aamira bails (falls off) her skateboard while attempting to ‘drop in’ on a skate bowl. At first dejected, she is encouraged by a video she is sent by other skaters telling her not to give up. She connects with these new friends both online and in real life, building a friendship that gives her the confidence to achieve her goal. At the end of the ad, surrounded by her friends, she attempts the trick again. And this time, she nails it. 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. This extends beyond skateparks and car parks of the UK with the rise of online and social media platforms, which has enabled skateboarders to share their talent with millions of people online. This has helped them connect and engage with a new audience that they otherwise may not have. The star of the advert, Aamira, is part of such a group called ‘Melanin Skate Gals & Pals’, a community in London that aims to empower marginalised communities as well as amplifying their voices and was the inspiration behind the new campaign.
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