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Brian Tortora, a 29-year-old art director at Ground Zero, Santa Monica, Calif., wanted Virgin Cola’s introductory campaign to “give the media to the people.” A mix of commonfolk and celebrities pontificating on everything from politics to pet peeves, the spots were launched with Virgin CEO Richard Branson challenging Coke president Douglas Ivester to “Say something.” “Virgin stands for doing things in a different way,” says Tortora, of the 40-plus ads. Among those who speak their mind: Ru Paul, Run-DMC and Henry Rollins; two men getting married; a soundman looking for a date; and a woman whose groove is in the heart.
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