The advertisement, which is available exclusively online, is called and was created by Rainey Kelly Campbell Roalfe/Y&R.
It begins showing a gangster pacing menacingly around a scrapyard. He is then seen taping his "victim" up with gaffer tape to the window of a wrecked car.
It is only after this that the victim is revealed to be an old mobile phone. The gangster gives the signal to three bikini-clad henchwomen who use a flamethrower to torch the phone. The ad ends with a rich Cockney voiceover telling viewers: "With our great deals you might want your mobile to have a little accident".
James Kydd, brand director for Virgin Mobile, said: "Continuing our successful series of online viral campaigns with DMC, this time a spoof ad is being used to convey our brand's renowned quirky sense of humour.
"The ad will be available exclusively online. It aims to generate buzz, raise awareness and entertain culture-driving, technology-savvy users who are early adopters of viral material."
Planning, seeding and tracking of the online viral and buzz marketing campaign is by , which is seeding the ad via its influencer network. It directs users to the Scorching Girls microsite, which features more about Virgin Mobile's latest deals.
Justin Kirby, managing director of DMC, said: "Our online film-tracking system will also provide real-time accountability of the film's views and hotlinks in order to quantify the impact the campaign has on brand awareness."
DMC has planned and seeded other Virgin Mobile campaigns, including two television spots featuring the rap star Busta Rhymes.
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