has been specifically designed to use XTP screens, which are 48-sheet cross-track sites specifically adapted to carry silent, digital projections of moving ads. Virgin Mobile is one of the first adopters to use the screens, which enable advertisers to choose the exact location, day and time that the spots are shown.
The two films will launch at Euston Underground station and will then roll out across London over the year. They aim to build on the current campaign positioning of: "Virgin Mobile, the network that does the right thing."
The spots explore the concept of reincarnation and the implication that behaving well is important to avoid coming back as something unfortunate in the next life. One spot features a slug moving slowly along a pavement, with the caption: "Ever worry about reincarnation? We do." Salt is then poured in the slug's path. Virgin Mobile's bonus airtime offer is flagged showing that the brand does the right thing by giving free airtime to its best customers. The second spot shows a head louse ferreting in a head of hair. The louse has suffered the double indignity of being reincarnated in the hair of a cook from a greasy cafe.
Alison Pye, the brand manager for Virgin Mobile, said: "We were delighted to try out a brand new type of media, and feel that the 'reincarnation' films will certainly achieve standout."
Chris Macdonald, a managing partner of RKCR/Y&R, added: "We're happy to have a slug and louse as the stars of our ads, and feel we have done something that befits the innovative environment."
The ads were written by Rick Brim and art directed by Greg Mitchell.
They were directed by Laurence Hamburger through Stink Films. Media planning and buying is through Manning Gottlieb OMD.