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The lost art of throwing a TV out of a hotel room

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Iv'e been a semi-professional musician for over a decade now, but have yet to trash a hotel room, snort drugs from a stripper's behind or destroy a television in a fit of adrenaline fuelled madness. So basically, the movies lied to me. Of course, even those amongst us who've never dreamed of picking up a musical instrument have probably wondered what it would be like to go all rock and roll on an old CRT television because not only does it seem like an incredibly cathartic exercise, it just looks so damn cool! And there's nothing worth watching these days that you can't get online anyway. So the new “Rebellion in your Pocket” campaign by AllTogetherNow for Virgin Money really hit a nerve with me, because it largely consists of TV's being destroyed in spectacular fashion.

AllTogetherNow's campaign shows TVs being flung 100m distance from an 8m catapult

The digital and social campaign promotes Virgin Money’s “Sex Pistols” credit card, which seeks to stir nostalgia and awaken the inner rebel in punk rock fans of all ages across the UK. The campaign is based around a thrilling online video (below), which shows real footage of vintage TVs being flung across a 100m distance from an 8m catapult, in homage to that bygone rock and roll era.

The #bigtvthrow: Rebellion in your pocket

The film opens with comedian Glenn Wool (who featured in an earlier spot voice setting up the campaign) booming from the face of a suspended TV screen, before that TV is dropped from a great height and 90 seconds of heavily stylised, Jackass indebted chaos ensues. Shot using ten cameras, including one drone, the video uses footage from AllTogetherNow’s live #BigTVThrow event, which was staged earlier this month for Virgin Money. The event allowed thousands of people to fling a TV set remotely whilst watching the carnage on a live stream at the bespoke BornDifferent microsite. The film, which was produced by Carbon, will run across social media and various paid digital media spots. The microsite and live stream were powered by tech company Visual Voice.

The digital and social campaign promotes Virgin Money’s “Sex Pistols” credit card

AllTogetherNow is a brand new content agency from The&Partnership with rock and roll running through its veins. Not only is it headed by former NME editor Conor McNicholas, but it's mission statement is to bridge the gap between digital and offline content in a disruptive and sensational way. Very punk rock (or about as punk rock as it's possible to be in advertising anyway). As such, the agency was a perfect fit for Virgin, which began life as a record label, and still keeps one foot in the industry to this day.

The lost art of throwing a TV out of a hotel room

AllTogetherNow creative director Dan Evans said: “The Big TV throw was about making the legendary rock and roll lifestyle available to everyone. We wanted to give people the opportunity to create a rare moment of retro excess, and then share it with as many people as possible.” Conor McNicholas added: “The campaign embodies what the Sex Pistols credit card stands for – fun, pocket rebellion and that banks don’t have to be boring. It’s a powerful, inclusive way of bringing to life the ‘There’s money, and there’s Virgin Money’ brand strategy, and a great example of AllTogetherNow’s ‘smarter content’ approach in action: bringing together elements of digital, social, experiential and video production, shrewdly distributed to the right audiences.”

Benjamin Hiorns is a freelance writer and frustrated rock star from Kidderminster in the UK.

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