Mick Hucknall promotes Virgin VOD

A new advert for Virgin Media's video on demand service featuring animated versions of Mick Hucknall and Sir Richard Branson has begun screening in cinemas.

The Simply Red singer is seen at "KWACCS", a futuristic Swiss anti-ageing clinic, where a doctor prescribes Virgin Catch Up TV to "hold back zee years". As Hucknall leaves, the burly female doctor removes her disguise to reveal she is, in fact, Sir Richard.

Virgin's marketing this year has put a heavy focus on VOD and the firm has declared an ambition to "redefine the TV experience through on demand". Its latest figures, from before the service included BBC iPlayer content, showed 48% of subscribers used the service.

"Our TV service is unique because of the huge amount of content that consumers can access on demand," said James Kydd, managing director of brand and marketing.

"We have developed this campaign to fit with the cinema environment and the commercials are as unique as our TV service."