Virgin Mobile has called in the big guns for its Christmas in July campaign – a pissed off Santa Claus.
In the first integrated work for Virgin Mobile from Whybin\TBWA Sydney, a sunbaking Father Christmas is not impressed when he's holiday is cut short by the big boss, Sir Richard himself.
In the 30-second ad, Santa is relaxing by the pool in the Mediterranean when one of his trusty elves tells him he'll be working overtime this year to deliver Virgin Mobile's gifts.
He says: “Pack my sack, the f*cking holiday is over”, and the elves cheer in celebration as he walks off grumbling.
The ad is promoting Virgin Mobile's $100 Visa giftcard offer from the telco.
Whybin\TBWA Sydney executive creative director Wesley Hawes says: "Christmas in July is becoming such an Aussie tradition and I love that Virgin Mobile are owning it in a way only they can. With a Grumpy Santa that is less than enthusiastic about schlepping all the way to Australia to deliver free gifts. It's a retail campaign, but done the Virgin Mobile way.”
As part of the campaign, Eleven is also managing a Grumpy Santa takeover of Virgin Mobile's social channels and engaging with consumers as the man himself.
Whybin\TBWA Sydney won the account in January of this year. It launched a social media campaign earlier this year for unused data.
The new campaign is live across social, OOH, radio and retail.