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Virgin Mobile Australia, with help from Sydney agency Host and The Glue Society, have acheived the dreams of creative teams all around the world—they turned a boring ad into a far more exciting one that appealed to an engaged audience. During the threadbare spot that started running at the beginning of May, viewers were introduced to Russell, a most uninteresting bloke presenting the perks of a mobile phone plan in a monotone voice. Scrolling copy directed viewers to the Virgin Mobile website, where the brand put its own spin on user-created content by letting viewers vote on the subject matter of a more exciting spot, including movie genre, Russell's costume, his co-star and the soundtrack. "From now on, exciting offers should have exciting advertising," it says.
After the agency and client tallied votes on May 14, The Glue Society shot a new spot that aired three days later on May 17. According to the directors the team did pre-production for all four possible genres (war, western, period drama or horror) and had locations, cast and costumes ready for any possible combination. In the final version, Russell appears in a horror film wearing nothing but a fig leaf with a psychopathic nun who goes on a murderous rampage to a disco soundtrack.