Virgin Media's owl character is the new inmate in Orange is the New Black

Virgin Media: Owl stars in Orange is the New Black promotion
Virgin Media: Owl stars in Orange is the New Black promotion

Virgin Media has released a film featuring its owl character as the newest prison inmate in Orange is the New Black.

"Birds behind bars" shows Ally McNab, the owl from Virgin Media’s advertising campaigns, being sent to the fictional women’s prison on the TV series Orange is the New Black.

It features some of the high profile actors speak in character about the latest arrival.

The film uses a combination of new and existing footage. It was produced, directed and edited by Black Sheep Studios, BBH London’s in-house production unit, which launched at the start of this year.

The film promotes the launch of the third season of Orange is the New Black, the TV series created by Netflix.

Virgin Media has been Netflix’s preferred streaming provider since 2014. The site offered Virgin Media the opportunity to become one of the first UK brands to create exclusive branded content starring the broadband provider's famous characters.

The campaign will run online, on social media, in retail, and on video on demand. It was created by the BBH creative team Dan Morris and Charlene Chandrasekaran.

Jeremy Ettinghausen, the innovation director at BBH and BBH Labs, said: "It’s a piece of content involving an entertainment property, a subscription streaming service and a broadband provider.

"It stars characters from a TV show interacting with characters from an advertising campaign, in an advertising campaign for a TV show, a broadband provider and a subscription entertainment service.

"Is this a new content type? We don’t know. Is it interesting? We think so, maybe simply because we can’t put it in a box."

Netflix piloted its app with Virgin Media TiVo in 2013.

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