Virgin is the third most respected Brand in Britain and is soon becoming a global brand name of the 21st Century. They have created over 200 companies worldwide and they employ over 25,000 people. Their total revenues around the world in 1999 exceeded £3 billion (US $5 billion).

Virgin began in the 1970s with a student magazine and a small mail order record company; they look to deliver ‘old’ products and services in a new and fresh way.

Tom Alexander the CEO of Virgin Mobile had been instrumental with the launch of Virgin Mobile in the UK. He has also been involved with Virgin Mobile’s international expansion into Australia, Singapore and the USA and he has over 15 years of experience in the telecom industry.

Graeme Hutchinson the Sales and Marketing Director. He was initially recruited to Virgin Mobile as Head of Business Development with responsibility for developing Virgin Mobile’s value added services strategy, WAP and Internet services. In July 2000, he was promoted to Sales Director where he oversaw the development and implementation of a sales and distribution strategy that has grown retail dist

A recent campaign that Virgin launched is the ‘The Devil Makes Work for Idle Thumbs’; they launched this campaign to support their 3p texting tariff. Virgin decided to drop prices in a bid to attract more users to its network, which was established as a joint venture between Virgin Group and T-Mobile in 2000. The operator wants at least 3m users by the end of the year.

The denotative meanings that this advert brings out is that this company is cool enough for Busta Rhymes so it must be great for us, this appeals to the viewer especially because it is aimed at younger people, as people strive to become rich and famous and they believe buying this product is helping them to become what they dream.

The advert is playful and they are almost satirising the image of Busta Rhymes as they show him clumsy situations and not as the ‘bad boy’ that he is. He is shown to be an inquisitive and meddlesome man rather than the careful mysterious man in the image he sends out in his songs and his whole lyrical image.

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