Over at Joe My God the Chelsea Rules version of the Virgin Mobile ad was posted in a photo big enough to read the full copy. And Joe is quite right, it was witty enough indeed to give Virgin the free ride (the goal of every adman and client). That said, the copy was rather stereotyping of the men of that nabe (then again I can't complain because every one of the ads play with stereotypes of the nabe it's in or for that matter, the group, since there is also a Taxi Drivers Rule version of the ad that mentions everything from cel phone use to incense).
This may sound like sour grapes of course. As a creative director/copywriter I seethe with envy — not of the writing but of the client. When you see
a terrible ad, it is often the client. And when you see great work, it is almost always the client. Yes, creative people do the work, but it's clients who approve it, change it, set the terms. Yes, creative people all have to live with restrictions, but clients whose work isn't talked about usually only have themselves to blame. Oh, and while the Virgin writer was simply genius, the media buyer could use some help. Here on the UWS there were ads for the UES. No thank you. However...
That said, there was an even more amazing Virgin ad -- snipe -- the advertising that goes up on construction sites and is generally illegal, promoting Virgin Airlines. But it wasn't a one dimensional ad. It was a barf bag about 3 feet long and 1 foot deep protruding off the side of the wall.
The headline? HOW DID AIR TRAVEL BECOME SO BLOODY AWFUL?
The copy is just as witty as the cel phone ads, though not so different an idea from the excellent Continental Airlines commercial "Take Away" is the very same concept and has been running for quite a while. It's beautifully executed: the music, timing, copy, acting all work to capture the feeling of being held captive on an airline that no longer delivers any human service at all. The Virgin barf bag is the same concept, different execution, in the Virgin voice, which is a voice that is a pleasure to read, so that I was happy to stand there and read the entire bag from top to bottom. And having a unique voice in the marketplace rather than the corporate blather that passes for copy in most advertising makes Virgin a praiseworthy client. Bravo Virgin.