The sudden appearance of Rick Astley usually means you've been duped. But 180LA and Virgin Mobile now want it to communicate the opposite.
A new campaign for the wireless carrier depicts a family who are constantly fighting over the wireless data they have to share. In a TV spot called "Do It for the Data," they are all seen doing absurd favors for each other—in exchange for more data.
The spot ends with a particularly absurd favor involving the "Never Gonna Give You Up" singer himself. Consider yourself Rickrolled—hopefully in a good way.
Virgin Mobile's Data Done Right plans, available at Walmart, aim to change that by dividing up specific amounts of data so everyone gets their fair share. The TV spot begins airing this week of March 16 on cable channels including ABC Family, the Food Network, TBS, TLC, USA and others.
There are two online spot, as well. See them below.
Client: Virgin Mobile
Director, Sprint Prepaid Group: Peiti Feng
Sr Manager, Virgin Mobile Brand: Ryan Rimsnider
Creative Director, Sprint Prepaid Group: Nick Holt
Campaign: Do It For The Data
Managing Partner, CCO: William Gelner
Creative Directors: Mike Bokman and Jason Rappaport
Copywriter: Chris Elzinga
Art Director: Marcus Cross
Head of Account Management: Chad Bettor
Associate Account Director: Paul Kinsella
Account Coordinator: Eric Reilly
Head of Production: Natasha Wellesley
Senior Producer: Lindsey Wood
Production Co: B Reel
Director: Steven Tsuchida
DP: James Gardner
Founding Partner / EP: Pelle Nilsson
Managing Director / Executive Producer: Michael McQuhae
EP: Fran McGivern
Producer: Darrin Ball
Production Supervisor: Tai Scott
Shoot Location: Vancouver, BC
Shoot Date: 2/11/15
Editorial Company: Hutch Co
Editor: Jim Hutchins
EP: Jane Hutchins
Colorist: Adam Scott / The Mill
Online / Finishing: The Mill
Sound Design / Mix: Rommel Molina / Barking Owl Sound