Modem love

What's Valentine's Day without an anthropomorphic device from Virgin?

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Millennials have a tendency to anthropomorphize their most precious possessions, namely bicycles, mugs, plants and, yes, modems. Virgin Mobile tapped into this by calling its modem Steve. Setting up your Wi-Fi became like getting to know a new friend.

Now the brand is getting a Valentine’s Day payoff with a cheeky campaign around Steve, a desirable bachelor ready to hook up with a variety of devices, from a thermostat to a gaming system to a wireless speaker (“no strings attached”).

Virgin created a series of dating videos showing off Steve’s strong connections. But the brand settled for a happy millennial ending: after hooking up with all those appliances, Steve ultimately¬†chooses you.

See all the videos on the brand’s Facebook page.