Virgin Mobile wins advertising award at Mobile News Awards 2004
26/03/2004
The £4 million campaign, making it the company’s most expensive campaign to date, continues the ‘Devil Makes Work For Idle Thumbs’ theme of previous ads, these executions saw Busta Rhymes finding that his idle thumbs can land him in some sticky situations. The adverts were shot in Miami on two sets, one in a private jet and one in a plush hotel room. In ‘Jet’ Busta, who is travelling with his very ‘bling’ entourage, is seen idly pressing buttons while seated on an aircraft toilet, and accidentally flushing himself halfway down a loo. In ‘Hotel’, Busta’s toying with a remote control results in his accidentally opening the room’s curtains and revealing his modesty to a horde of screaming fans and paparazzi who are camped outside his hotel. Both of the tongue-in-cheek ads end with the strapline `The Devil Makes Work for Idle Thumbs’.The use of Busta Rhymes continues the use of high-profile music stars in Virgin Mobile’s advertising campaigns. The two recent ‘Wyclef’ ads, featuring American recording artist and producer Wyclef Jean, were hugely popular for their use of tongue-in-cheek humour. These followed the ads starring American R and B singer Kelis, and Melanie Blatt of All Saints photocopying her bottom! James Kydd, brand director at Virgin Mobile, said: “We enjoy bringing a quirky sense of humour to our campaigns and I think the latest ‘Idle Thumbs’ is one of the funniest yet. We worked hard to support the adverts and this award is recognition of the fantastic team effort that ensured that the ads were talked about all over the media.” The campaign was created by Richard Denny and Dave Henderson at Rainy Kelly Campbell Roalfe/Y&R with media buying by MGOMD. The awards took place on Thursday, 25th March at the Hilton, Park Lane.
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