Virgin Mobile invested 20 million for its launch in France. The campaign included two 30 second TV spots and a world speed SMS championship online for a limited time at www.excessms.com. Four print advertisements used the theme, “Your hands are likely to be very busy.” ( Vos mains risquent d’être très occupées). We’re shown a woman’s toes manipulating a record turntable, a man’s toes used to entertain a baby with puppets, a woman’s toes unrolling toilet paper, and a man’s toes undoing a bra.
The Virgin Mobile launch campaign was developed at Hemisphere Droit, Paris, by creative director Frank Tapiro, copywriter Christophe Lafont, art director Etienne Batard and photographer Vincent Dixon.