Virgin Mobile USA broke the first four commercials of its new advertising campaign this weekend on MTV, MTV2 and VH1. The campaign, created by the San Francisco office of Leagas/Delaney, consists of
four 60-second commercials, including "Art Class," "Cheese Sandwich," "Fantasy Party" and "Maze." All are aimed at showcasing Virgin’s retail network to the teen audience. "Cheese Sandwich" showcases
a prospective cell phone customer who is asked to choose between a common cellular service and Virgin Mobile. Using a cheese sandwich as a metaphor for the typical cellular offering, the prospective
customer is hoodwinked by a confusing sales representative. Even though she only takes one bite out of the cheese sandwich, the prospective customer is told that she has to pay for the entire sandwich
as well as a load of hidden charges. She walks into a Virgin Mobile retail location, where she is introduced to Virgin Mobile's pay-as-you-go service.
