Died and gone to heaven? Not quite

The key was to look at positioning the brand with a very strong attitude component, while telling people the rational benefits of what Virgin Mobile is all about.

The plot

After reading yet another unbelievably expensive cellphone bill, Jack (actor Jack Wheeler) gets a heart attack and dies. But it looks like there is a light at the end of the tunnel (or elevator, in this case) as Jack is zoomed up to heaven and greeted by paradise.

Far away from his problems on earth, heaven is everything Jack has dreamed of: girls, girls, girls. But before Jack can join the angels in his new and exciting afterlife, he is stopped by St Peter, played by well-known British comedian Lenny Henry.

At first, St Peter welcomes Jack and goes through some of the details of Jack's life. Yet, just as Jack is about to be allowed into heaven, St Peter finds a very important document and says, "I'm sorry. Looks like you're still tied into your cellphone contract. Sorry but you're going to have to go back."

Jack is forced to go back to earth and live out the duration of his contract, and in the midst of swirling clouds, an end title appears and voice over asks, "Had enough? Get Virgin Mobile?"

The team

Creative director: Angel Jones
Client: Tristao Abro
Copywriter: Peet Engelbreght
Art director: Joanne van der Linde
Director: Brett Wilde
Producers: Maja Macintosh and Sherry Bush
Editor: Sabrina O'Sullivan
Music: Rob Schroder
Scene artist: Christian van der Walt