- Todd Wasserman

Underscoring its "all you can eat" pricing, Virgin Mobile is breaking a new campaign showing people whose mouths appear connected to the phones.

The effort, the first work for the telecom from BBH, New York, employ digital effects to make the point. In one ad, a woman is chattering away in a store and then, when she's ready to try on some clothes, she hands her phone to her boyfriend. As the woman's mouthless body walks away, her mouth continues to talk. "Yeah, my boss will be there....yeah, the hot one. What? Oh, so what if he's married." The woman goes on to say that she wants to find out why they call him Big Steve. "They call him Big Steve?" the boyfriend asks in disbelief. Tagline: "Never stop talking."





The ads promote Virgin's $49.99 Totally Unlimited Calling plan, which goes with an LG Rumor2 phone. The effort also includes a contest on Facebook looking for the "Sexiest Mouth in America." Winners get cosmetics from e.l.f.

Virgin, which claimed about 5 million subscribers in July, lost 269,239 of them in its most recent quarter. The company is also in the process of being bought by Sprint Nextel.

BBH has held the Virgin account since 2007, but hadn't developed a campaign before. Last year, Toy, the New York full-service agency, developed a TV, print, OOH and online campaign for Virgin Mobile. Toy still shares the account with BBH.