Simply Red's Mick Hucknall's familiar features have been digitally reworked for a new animated ad campaign supporting Virgin Media's TV and video on-demand service in Britain.

The lighthearted clip, written by Chris Hopkins and Pip Bishop at London-based ad agency Rainey Kelly Campbell Roalfe/Y&R, will go live from Friday (June 20) and will play out across Odeon and Cineworld cinemas nationwide.

Hucknall, explains Virgin Media execs, was a natural choice to lead their new campaign. "Following on from the success of the Samuel L Jackson advertising, we are confident that these commercials will go down a storm with cinema goers," comments James Kydd, Virgin Media's managing director of brand and marketing, in a statement. "Mick Hucknall was the perfect choice for the ad, and clearly has a well developed sense of humor," he adds.

The second phase of the campaign will roll out from September.