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Virgin Mobile is using its latest TV ad campaign, featuring rapper Busta Rhymes, to debut a form of interactive advertising that allows Sky viewers to access an eight-screen montage via the red button on their remote control. Viewers of both Sky and ITV will also be able to watch footage on Virgin Mobile handsets, enter a competition and watch outtakes from the filming of the ad in Miami earlier this month. The TV campaign, which is part of a £4m spend, marks the first time an advertiser has offered such a montage and is intended to boost interaction with the brand. Rainey Kelly Campbell Roalfe/Y&R devised the ad, which continues the strapline 'The Devil Makes Work For Idle Thumbs', and promotes Virgin's 3p text tariff.