Virgin.net dishes out S&M treatment in broadband viral

by Sarah Woods, Brand Republic 17-Nov-06, 09:00

LONDON - A dwarf carries out a variety of punishments on a man tied up in an S&M dungeon in a viral campaign by Virgin.net to dramatise how other 'free' broadband offers tie customers into lengthy contracts.

Created by Threesixty Communications, the "no ties" viral opens with the warning: "What you are about to watch should not be tried at home. Unless of course you are into that sort of thing."

A man is then seen tied to a chair in the dungeon. A button flashes "punish me", and each time it is pressed a leather clad dwarf comes into the shot and performs the punishments, such as slapping him around the face or tickling him with a feather duster.

The viral aims to poke fun at companies who are prepared to punish their own customers with long and unnecessary service contracts. It is supported by a number of banners which shudder as the man tries to escape.

The campaign ends with the strapline: "Virgin.net Broadband. No 12-month tie-in"

Ashley Hampton directed the spot, through production company Ape Productions.

The Threesixty Communications team includes former EHS Brann creative director Keith Payne.

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