The new ad campaign, dubbed “A more exciting place to live”, kicks off this Saturday evening, during commercial breaks in Primeval and Take Me Out on ITV1.

Using the Madness classic Our House as its soundtrack, the ad shows a family at home, watching TV and using their broadband to keep in touch with friends, surf the web and do their homework.

The company wants to put itself at the heart of the high-tech lives people lead today, according to Richard Larcombe, VM’s director of advertising and sponsorship.

“People are using more services, devices and gadgets more of the time and Virgin Media is helping families lead a limitless digital life. We’re enabling the next generation of digital entertainment and putting our brilliant services at the heart of UK homes,” he claimed.

The advert is already available for preview at virginmedia.com and the company claims it will “take over” the Facebook homepage tomorrow (Saturday). The ad campaign will also run in print and on radio.