Virgin Mobile "Idle Thumbs"

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Although we could think of at least a couple thumb activities that didn't make the cut of this daft spot, nothing was truly lacking in this offbeat tale, which imagines the wicked possibilities for exercise-lacking digits apparently in bad need of some text-messaging therapy. Set in a psycho ward, we encounter the pill-flicker, the skirt stapler, and the nipple-pantomiming pantless loon. Dante Ariola, with his delightfully dark sensibilities, could have shot this in Disneyland and made it morbid, but, as he noted to Creativity, "We filmed the spot in a vast mental institution in the Czech Republic. It was an intense insight to what it must be like to live in an Eastern bloc country and, more importantly, what it must be like to lose your mind."

Agency: Rainey Kelly Campbell Roalfe CW: Richard Beeseing AD: Martha Riley Agency Producer: Helen Durkin Director: Dante Ariola/MJZ DP: Ed Lachman EPs: Debbie Turner, David Zander Editor: Andrea McArthur/Peepshow London

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