Black Business and Professional Association, et al. - "The Micropedia of Microaggressions (120s)"

Virgin Plus is the obvious choice for affordable mobile and internet – so obvious in fact, that the selling power of advertising tropes aren’t needed to convince you. That’s the premise of the newest brand campaign from Virgin Plus titled “Nothing More Convincing”, which provides a satirical lens on some of the most classic advertising tropes in the books.

The campaign features three spots to emphasize the affordability of mobile and internet services offered by Virgin Plus. Featuring kittens dressed in rock star costumes and wearing toupees, a bedazzled jingling duo, and ‘actor doctors’, this is not your typical telco campaign.

Virgin Plus tasked Zulu Alpha Kilo with creating a new campaign to follow the ‘Everyone Knows’ campaign from the (Obviously) platform launch in summer 2023. “Building on the success of the ‘Everyone Knows’ campaign, ‘Nothing More Convincing’ is a compelling sequel that seamlessly aligns with our brands’ distinctive voice and identity,” said Devorah Lithwick, Head of Brand at Virgin Plus.

A complete 360 campaign featuring OOH, radio, retail, digital display and social, ‘Nothing More Convincing’ is a OLV campaign with multiple :15 and :06 spots and bespoke content for Tik Tok. It’s also featured in five languages – English, French, Mandarin, Cantonese, and Hinglish, and leverages the same spokespeople from the 2023 ‘Everyone Knows’ campaign for the Québec and Chinese markets: Québec Comedian Antoine Vézina and host/influencer Patrick Chen aka ‘Tarzan’.

“We love that the concept works with multiple tropes and demonstrates the personality behind the brand. It strikes a balance between authenticity and comedy that contributes to the up-beat tone of the brand,” said Jenny Glover, ZAK’s Chief Creative Officer.

Zulu Alpha Kilo worked with agency partners LG2 to develop the French campaigns, and Dyversity on the Cantonese, Mandarin, and Hinglish versions. The campaign is running throughout Canada this summer.