RKCR uses Kelis in Virgin ad

Virgin Mobile is continuing to use pop stars to front its campaigns and has signed the American R%26B singer Kelis for its latest burst of advertising to attract young mobile phone users from rival networks.

The ad, through Rainey Kelly Campbell Roalfe/Y&R, is promoting Virgin Mobile's offer of free airtime and cheap handsets without the pressure of contracts.

The spot opens on Kelis and her girlfriends in a cafe having a heated debate, as one of them tries to justify staying with a man the others clearly mistrust.

Her friend advises: "Buy that sucker a one-way ticket to dump city," although the girl still insists her boyfriend loves her and wants to take her to Paris. However, a camp waiter comes over and delivers his verdict: "Denial is not a river in Egypt, honey."

The spot ends with the strapline: "Don't stay together for the wrong reasons: Switch to Virgin Mobile and we'll give you free minutes with no line rental."

The ads will run in cinemas from 26 July, and on TV from 2 August. Media is by Manning Gottlieb OMD. The campaign idea of "Don't stay together for the wrong reasons will also be used for press, online and in-store marketing.

The ad was shot by Doug Nicol through Partizan, written by Richard Beesening and art directed by Martha Riley. The track featured is The Truth by Handsome Boy Modelling School.

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