Virgin Media is ditching Hollywood actress Uma Thurman as the face of its advertising in favour of comedienne Ruby Wax in an attempt to revitalise its relaunch.The cable company spent £20m on Thurman-fronted ads to herald its rebranding from the troubled NTL and Telewest brands. However, insiders suggest that the Rapier-created campaign, which was targeted at young male audiences, is failing to deliver.They say Thurman is unlikely to be re-signed, although work already created may be used again. Virgin has a history of using celebrities in its advertising but Wax marks its most middle-of-the-road signing, leading to suggestions that the company is pursuing a more populist strategy.Kate Moss and Christina Aguilera, who fronted Virgin Mobile ads, and Kill Bill star Thurman were considered edgy and youth-focused.
http://www.marketingweek.co.uk/item/56201/254/260/3 Info from Marketing Week.
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