Virgin Mobile's New Gay Ad Campaign

Virgin Mobile has launched an ad campaign in Canada featuring two male models in a kiss. The tagline: "Hook up fearlessly." The ad has already appeared on bus shelters.

Agency of record Juniper Park created the new work to extend the "Fearless" positioning introduced in September. New brand-focused television, print and out-of-home ads encourage consumers to "hook up fearlessly" with secret lovers during the holidays–including one execution of two men kissing which Virgin says will run nationally. Out-of-home executions show people kissing in elevators and boardrooms, a concept that emerged from research the company conducted that showed 62% of those surveyed want to have a secret love affair with a work colleague. A billboard in Toronto's Dundas Square shows a short-skirted model dressed as an angel enticing passersby to call a toll-free number.

Stand by for wingnut calls to boycott Virgin Mobile.

UNRELATED: Early next year Virgin Mobile will begin selling a no-contract iPhone in Canada.