Mesmeric Melisma

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Ari Merkin and the gang at Fallon/N.Y. are at it again for Virgin Mobile, with a very cheap and utterly brilliant idea that will no doubt be justifiably showered with awards. To illustrate-very obliquely, we might add-the prosaic notion of "Free real music ringtones," which is presented after the fact in a super, we get one-take gems in which people simply stand in the street and sing gospel-style renditions of their phone conversations. The best is the nutcase who calls someone at 2 a.m., insisting he'll be right over, and he's told, "If you know what's good for you, you'll stay away. You have issues man, I'm hangin' up."

Client: Virgin Mobile Agency: Fallon/N.Y. ECD: Ari Merkin CW: Adam Alshin AD: Marcus Woolcott Directors: Kohl Norville, Ari Merkin, Marcus Woolcott, Adam Alshin J"n Stef nsson/Cosmo Street

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