Virgin Mobile | Fair go bro

Virgin Mobile wanted Australia to know they had the fairest deals. Unfortunately their rivals were outspending them by 4:1.

To demonstrate Virgin Mobile will give anyone a fair go, instead of getting Hollywood A-lister and 2x winner of ‘world’s sexiest man alive’ Brad Pitt to star in our ads, we chose to make real life brother Doug the star of the show.

We launched with a film that made Doug world-famous overnight.

We then gave Doug his fifteen seconds of fame.

Doug was given the full ‘celebroty’ treatment.

For the first time in his life, Doug Pitt, brother of Brad was the star of the show, with his own ad campaign, merchandise range and celebrity tour down under.

He even had a song composed about him which we called ‘Second most famous Pitt’

Doug being interviewed on Australian breakfast radio

Doug meeting fans in Sydney’s ‘Pitt St’

Doug talking about his film on the US Today Show

Brand TVC

Doug’s 15 seconds of fame became Virgin Mobile’s most effective campaign to date.