Magazine article Marketing

ADWATCH: Virgin Mobile Backs 3p Texts with a Dose of Busta 'Bling'

Magazine article Marketing

ADWATCH: Virgin Mobile Backs 3p Texts with a Dose of Busta 'Bling'

Article excerpt

The mobile operator points out the 'danger' of ignoring the less expensive joys of life. Samuel Solley reports.

Virgin Mobile lightly mocks the high price that can be paid for luxuriating in the overblown trappings of a 'bling bling' lifestyle to highlight the simple joy of the cheap prices of its 3p text tariff.

The latest execution in the mobile operator's 'The devil makes work for idle thumbs' campaign through Rainey Kelly Campbell Roalfe/ Y&R appears at number 20 in this week's Adwatch, with recall of 47%.

The ad, 'Jet', is one of two to feature US hip-hop star Busta Rhymes as part of a pounds 4m campaign. The spot sees Rhymes enjoying his conspicuous wealth with his entourage on a private aircraft, idly playing with buttons while seated on the toilet. After being impressed by the sweet smell emitted when he pushes one button, he presses another, only to find himself suddenly being flushed down the toilet. The ad ends with the advice 'The devil makes work for idle thumbs. Keep yours busy. Text another Virgin Mobile for 3p'.

A second execution, 'Hotel', features Rhymes in a plush hotel room. Toying with a remote control, he accidentally opens the curtains, revealing his half-naked state to a horde of screaming fans and paparazzi camped outside the hotel. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.