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Virgin Mobile's first Hispanic campaign uses the theme "No seas normal" ("Don't be normal") to highlight the hassles cellphone users put up with-locked into long-term contracts, excessive overage charges and stringent credit checks. In each of three Spanish-language spots, shot by a pair of Canadian directors who spoke no Spanish, a person who feels abnormal because he has the ears of a cocker spaniel or she has a head the size of a pin is reassured they are normal because they share the usual problems of cellphone users. Each spot ends with a guy in a sandwich sign that reads "Don't be normal." The $3 million effort from independent Miami creative shop La Comunidad includes TV, radio and an intriguing Web game that goes live May 16 at In the Web game, a man keeps having to make choices between normal and abnormal behavior. The abnormal choice is harder but eventually leads to a more glamorous lifestyle, including rock star status, a limo, stunning girlfriend and a Virgin cellphone. QwikFIND aaq54w
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