Virgin Mobile

WHO

Young, budget-conscious mobile phone users frustrated with traditional carrier contracts and seeking flexible, no-commitment phone plans.

WHAT

Humorous campaign featuring a talking cat to highlight the absurdity of long-term phone contracts while positioning Virgin Mobile as the smart, contract-free alternative.

HOW

Executed disruptive creative strategy through unexpected humor:

- Developed talking cat spokesperson to deliver message in an absurd, memorable way

- Created self-aware copy acknowledging the ridiculousness of the talking cat concept

- Drew parallel between absurd advertising and absurd contract practices

- Positioned Virgin Mobile's no-contract offering as the logical solution

- Used humor to make a serious point about industry practices

The campaign can successfully cut through category noise while delivering a clear value proposition about Virgin Mobile's contract-free service offering.