Break a leg and hit the airport

This is the airline's latest direct e-mail (http://www.timeoff.co.za) campaign by Net#work BBDO, which has visitors to the website swinging a base ball bat at an unfortunate hunk dressed in gym kit, who yowls in pain with every blow. A tip: leave his nether region alone or face a scolding.

Virgin is touting its new tie-up with South African Airways as a faster way to clock up flying club miles, but admits that getting enough time off to enjoy the benefits may pose a problem. The solution: break a bone and print your own authentic looking X-ray and doctor's certificate that signs you off for a few weeks. Creative team Angie Batis and Michele Pithey believe the campaign is a fun and interactive way for Virgin to get its message across.