Blatt stars in latest RKCR Virgin Mobile work

The pop star and former All Saint Melanie Blatt fronts the launch

of a new Virgin Mobile campaign from Rainey Kelly Campbell


The campaign will run across TV, cinema and posters. Building on the

"See red. Then see Virgin Mobile" campaign, it represents the latest

assault from Virgin Mobile in its bid to shake up the mobile market.

Focusing on Virgin Mobile's desire to give something back to its

customers, the campaign continues previous attempts to differentiate

Virgin Mobile's offering. The Blatt-fronted television spot aims to say

that any Virgin Mobile customer spending more than £30 a month on

airtime will receive 10 per cent of this airtime back.

The ad opens on Blatt discussing the importance of her fans to her

success and how important it is to give something back to them. She then

takes hundreds of photocopies of her bottom, which she proceeds to throw

out of a window.

The campaign will run nationally during November and December.

Chris Macdonald, a managing partner at RKCR/Y&R, said: "Virgin Mobile

has always been about challenging the absurdities of the mobile market.

The new advertising is designed to reinforce its differentiation through

tongue-in-cheek dramatisation."

The campaign was written and art directed by the creative directors,

Chris Hodgkiss and Pip Bishop. It was directed by Kevin Thomas through

Thomas Thomas Films. Media is by Manning Gottlieb Media.