James Swift is no fan of Virgin Holidays’ new online campaign: "The Old Spice style of ad lives and dies on a witty script and charming spokesman. Alas, this effort dies a particularly nasty death on both counts. Sir Richard Branson could have ad-libbed the whole thing and it would have been no worse."
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The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.
"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.