Celebrity hopefuls step up for new Virgin Mobile campaign

Would-be-celebrities are encouraged to send in images of themselves via their mobile phone to 07734 999119 and to submit entry forms to Virgin Mobile stores by June 5.

Virgin Mobile's star will be chosen from a shortlist of 20 finalists and will be picked for their potential star quality. The ad will be produced by Virgin Mobile's agency Rainey Kelly Campbell Roalfe/Y&R.

The finalists will be invited to a grand final audition in London, which will be judged by a panel including a celebrity guest.

The winner will have a visible role in the ad, which will be screened later in the year, and could potentially star alongside an A-list celebrity such as Kate Moss, Missy Elliot, Christina Aguilera, LL Cool J or Wyclef Jean.

James Kydd, Virgin Mobile's brand director, said: "We are hugely proud of our advertising campaigns, and we have become known for using high-profile stars in an offbeat and amusing way.

"We are offering one lucky person the experience of a lifetime, which could also potentially set him or herself on the road to TV stardom."

John O'Sullivan, Crossing O'Sullivan's creative director, said: "It's a fact that 'celebrity' is a very appealing idea these days, as everyone feels they can become a celebrity.

"There are more and more TV programmes and magazines that worship the star factor. This idea exploits that fact nicely."

The idea will be communicated in Virgin Mobile stores and selected W.H. Smith stores, through Virgin Mobile sampling team talent scouts and the Virgin Mobile roadshow. Filming of the advert will start in June/July 2006.

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