Virgin Mobile launches ATL phase of campaign starring Brad Pitt’s brother

Doug Pitt

Virgin Mobile has launched the next phase of its Fair Go Bro campaign featuring Brad Pitt’s brother, Doug.

The above-the-line component was staggered to follow up on the online part introducing the less famous member of the Pitt family masterminded by Euro RSCG and One Green Bean.

Pitt talks about the benefits of the mobile plan in a series of 15 second clips. In the first, he says, “I might not roll over to a famous actress every morning, but I do rollover my unused mobile credit every month.”

The 30-second TVC airs on Sunday night on Seven, Ten and on subscription TV, and will be followed by a series of 15 second clips in the same documentary style.

Doug Pitt’s Facebook page has already notched up over 12,000 fans. The brand is also running a competition to win a Samsung Galaxy SIII as part of the Fair Go activation.

The campaign uses a comprehensive channel roll-out across magazines, online, radio, out of home and transit media beginning on Monday.

The online component centres around the website with online and on-mobile, rich media banners and pre-rolls using the the 15-second creative.

The 30 second TVC will be used online with MRECs on entertainment sites. In addition, the brand has partnered with Nova nationally, which will provide in show placements and promos, and sponsorship of the evening show Smallzy’s Surgery.

Virgin Mobile marketing director David Scribner said in a press release: “We wanted consumers to engage with the campaign and actively give Doug a ‘fair go’ before we introduced the ATL component and we’ve been overwhelmed by the positive response from consumers and media internationally. The success of the campaign so far really illustrates the value of a social-by-design campaign in a forever evolving marketing landscape.”

Doug Pitt’s appearance on NBC’s Today show to promote the Virgin Mobile Australia work was highjacked by discussion of his mother Jane Pitt’s mother’s controversial anti-abortion and anti-gay open letter in support of U.S senator Mitt Romney.


  • Concept Creation: Euro RSCG & One Green Bean
  • ATL: Euro RSCG
  • PR: One Green Bean
  • Social Media: One Green Bean
  • Digital Design & Development: Future Büro
  • Media: Starcom
  • TV Production: The Glue Society
  • Production Company – Revolver
  • Director – Matt Devine

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.