RKCR unveils ads for Virgin Mobile

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.

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