Created by M&C Saatchi and Lida, the ad reads, "Don’t be sorry", and tells people that they should take pride in showing off their holiday experiences.
Three’s own tongue-in-cheek campaign launched earlier this month, and said "sorry" to people who were not going on holiday, for being deluged on social media with photos of sunsets, beaches and plane wings.
But Virgin Holiday's ad tells consumers to revel in their holidays. "You look delicious", it says, encouraging them to post pictures on Twitter and other media using the hashtag #ShowOff. The ad will run at Elephant and Castle in London.
Three’s spoof letter read: "We're sorry. Recently, you may have noticed a dramatic rise in sunsets appearing in your social media feed. Sorry for all the sunsets, the fancy cocktails, for plane wing after plane wing after plane wing. Sorry for the mini monuments, the beach feet, the street food, the #nofilters, the hot dog legs."