Virgin Holidays Says It's Okay to Play 'Hot Dogs or Legs'

Just a month after Harvey Nichols' award success at the Cannes Lions Festival, another U.K.- based campaign emerges with a heavy emphasis on shamelessness.

M&C Saatchi and LIDA revealed this playful billboard for tour operator Virgin Holidays in response to mobile network Three's "Sorry for the Holiday Spam" campaign. Featured prominently at Elephant and Castle's South London gateway, Three's billboard is comprised of social media-ready tropical drink photos with a sardonic "Sorry for all the cocktails."

Conversely, Virgin has strategically placed a billboard next to Three's with its very own saccharine message: "Don't be sorry, " it says, "You look delicious." The company, rather, prompts travelers to #ShowOff with look-how-much-fun-I'm-having snaps intended to trigger #FOMO --fear of missing out.