Virgin Mobile is set to launch a new TV advertising campaign to focus on the 3G internet capabilities of its handsets.
Set to debut tomorrow, the spots feature a consumer using their 3G-enabled mobile phone to transform their tedious daily commute into a fun-filled journey.
Ashley Stockwell, executive director of brand and marketing at Virgin Mobile, said the company had departed from its usual focus on celebrities in its advertising in a bid to connect more closely with consumers.
Previous advertisements from the network featured appearances from the likes of Busta Rhymes, Pamela Anderson and Kate Moss.
He commented: "This is an ad that really packs a punch. We wanted to engage people on an emotional level and show them just how much the mobile internet can bring to them, from social media and music to film clips and games, all for less than the price of a packet of crisps.”
Earlier this month Virgin Mobile was voted the best network for customer service in a poll of UK mobile phone contract customers conducted by JD Power.