According to the agency, the clip has been seen over a million times on each of the three big viral arenas: YouTube, Break.com and MySpace. Some versions bear a throw to www.no-evil.net and some do not. After a disclaimer, the clip shows a tattooed guy remove his battery, place the phone in the microwave and turn the appliance on. After a short time cooking, the back of the plastic bubbles up and fills out into a disembodied, screeching head.
"We were more concerned with not the flashiness or craziness, but a certain level of coolness and scariness," says Droga5 ECD Ted Royer, who notes the bubbling plastic was something the team noticed doing 'research' microwaving phones prior to the shoot. "We wanted something that was genuinely disturbing. Horrifying is not an area that advertising generally goes into." Smuggler's David Frankham shot the spot two months ago, and it made its debut over Memorial Day weekend.