Virgin Mobile finds its niche: total nutjobs

In Mother New York's new campaign, "The Crazy Life," Virgin Mobile seems to be staking its claim as the cellular
service for the mentally imbalanced. Well, I suppose Droid cornered the market on sci-fi geeks, and Apple has a lock on self-centered hipsters, so there
weren't many niches left. The insane need cellphones too, mainly to talk to themselves. Some of the Virgin hijinks, presented in annoyingly loud, quick-cut fashion, include screaming man-hugs in the locker room, checking into Flickr while on the birthing table and an all-texting church congregation led by Rob Halford of Judas Priest. Some of these behaviors are a tad out of the norm, perhaps, but nothing outright crazy. Now, if you'll excuse me, I've got to take an important call. It's me on the line, and I'm just dying to know what I've been up to.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.