Virgin Mobile reveals new 3p-text ad

Virgin Mobile is unveiling a sequel to its "devil makes work for idle thumbs" campaign, which launched the network's 3p-text tariff earlier this year.

Created by Rainey Kelly Campbell Roalfe/Y&R, the new ad replicates the tongue-in-cheek theme of "mischief-making thumbs", which was first seen on UK screens in April.

National press work will accompany the August-to-October TV burst, and will run across a range of national titles.

The first "idle thumbs" ad was set in an Eastern European-style hospital.

This time the location is a cryogenics lab, where a bored security guard is looking after frozen Neanderthal men.

He uses his thumbs to open and close one of the pods containing a large man. But he gets his comeuppance when the pod malfunctions and its enraged prisoner breaks free.

The final scene shows the security guard trapped in the pod while the Neanderthal man has taken up a position at the control panel.

The endline says: "The devil makes work for idle thumbs. Keep yours busy. Text another Virgin mobile for 3p."

The ad is aimed at 16- to 24-year-olds and will appear between programmes including the new Pop Idol, Will and Grace, Friends and Teachers.

The ad was directed by Doug Nicol, written by Richard Beesening and art-directed by Martha Riley. Media planning and buying is handled by Manning Gottlieb OMD.

James Kydd, the brand director at Virgin Mobile, said: "The idle thumbs idea is classically simple and laced with humour."

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