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April 1st, 2019
Virgin Media’s latest ad in its ‘Switch to Super’ campaign aired simultaneously across all five of ITV’s main channels on Saturday evening as part of Proudly Presents – a first for the broadcaster.  

The new ad, which continues the portrayal of Usain Bolt as a superhero and is the first to focus on Virgin Media’s recently announced Intelligent WiFi service for its customers, had its UK TV premiere as part of ITV’s Proudly Presents initiative, with the new advert launched with a bespoke and innovative introduction.

At 20:30 on Saturday, millions of TV viewers watching any of ITV’s five main channels (ITV main channel, ITV2, ITV3, ITV4 and ITVBe) as well as UTV and STV, experienced a short spoof takeover of their TV due to a simulated ‘WiFi issue’ which will then be followed by Virgin Media’s new 60-second advert.

This is the first time that ITV’s Proudly Presents has roadblocked a single advert across all of its channels at the same time. Previously the Proudly Presents format has been reserved for a single channel delivery.

The advert itself – created by BBH London – shows SuperBolt at his top-secret hideout experiencing a crisis as one of his favourite gadgets, his Bolt Signal, isn’t working. This is due to problematic WiFi but Virgin Media’s Intelligent WiFi saves the day by automatically fixing his WiFi issues for him.

Read the full article here.