The nation's favourite couch potato Ricky Tomlinson, Jim from The
Royle Family, is one of the faces cast in a new multimedia campaign for
Virgin Mobile from Rainey Kelly Campbell Roalfe/ Y&R.
Virgin Mobile is attempting to shake up the mobile phone market with its
It focuses on the absurdities within the mobile market in comparison to
Virgin's particular offering.
In the first spot, Tomlinson is sitting alone in a pub with a pint and
muttering '25 quid' angrily to himself. We then see him walking around
Liverpool continuing to complain about the amount.
Finally he explodes, and shouts '25 bleedin' quid - before I've even
made the chuffing call'.
The second ad was made with the co-operation and approval of the
Thalidomide Society, and features the actor Mat Fraser sitting on the
top deck of a crowded bus. People are staring at him and we see him
reacting angrily, saying 'I'm not having this.' As the spot continues it
becomes clear that Mat is thalidomide impaired, and it appears that he
is angry with people staring. However, we finally see that he is wearing
an earpiece connected to his phone, and he is, in fact, complaining to
his network provider.
The television spots will be supported nationally with a cinema,
six-sheet, press and radio campaign. The posters feature people
complaining about their current network providers, with one headline
reading 'I'm sick of being rippedoff ... screwed ... rob-bed blind! I'm
sick of paying line rental!'
James Kydd, the brand director at Virgin Mobile, said: 'Mobile
advertising in general has been relatively bland over the past year
despite the huge spends. This campaign is anything but bland and we are
delighted with it.'
The campaign was written and art directed by Chris Hodgkiss and Pip
The television work was directed by Dan Nathan at Serious Pictures and
the press work was photographed by Nigel Parry. Media planning and
buying is through Manning Gottlieb Media.