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Virgin builds buzz with racy viral ad

By Published on .

[London] Virgin Mobile built anticipation for its latest spot starring Christina Aguilera by distributing a raunchier viral version of the ad before its TV launch. WPP Group's Rainey Kelly Campbell Roalfe/ Y&R commercial shows Ms. Aguilera playing with the hydraulics of a boardroom chair as she awaits an audience with her record company boss. She giggles mischievously as the adjustable chair goes up and down, and is spotted by some construction workers across the street. They jump to the wrong conclusion and text a picture of Ms. Aguilera's antics to a news organization. A media circus gathers outside and one reporter comments salaciously, "Hot diva Christina Aguilera has been spotted making a different kind of music." The spot is the latest in the mobile-phone operator's "The devil makes work for idle thumbs" campaign promoting its text tariff. Earlier ads featured Busta Rhymes and Wyclef. AdAge.com QwikFIND aap67h.
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