The iPhone aside, Virgin Mobile "is shaking up the category," claims McKinney ECD David Baldwin, "by creating plans without contracts that put you, the caller, in control. In essence, you rule. So this campaign is basically a series of little love letters to you." OK. But how do guys from North Carolina write odes to New York neighborhoods? (This lead ad is a general mash note to the bodega, but all the others are very specific.) Did they stay in town for extensive research? In cranky New York style, Baldwin retorts, "Isn't that like asking how an agency could write an airline campaign when they're not pilots?" Not exactly, but that 'tude is certainly worth an old-school bagel with a schmear. "The campaign was creative directed, led and informed by people who spent substantial time living and working in New York," he says.