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The campaign, which launches tomorrow evening, features competitions including 'Dude looks like an Angel', in which viewers have to guess which of the three Virgin Mobile Angels is a man.

Each of the five ads will include a text-to-win competition, with the winners from the previous commercial break to be announced in during the next ad. The ads have been created by Rainey Kelly Campbell Roalfe/Y&R and based on an idea by communications agency Goodstuff.

The live campaign comprises three 90-second, 70-second and 20-second ads and will air from 8.15pm to 12.20am, just as V Festival officially begins.

Virgin Mobile decided to use the 10th V Festival as an opportunity to reassert its headline sponsorship and music provenance.

James Kydd, brand director of Virgin Mobile, said: "V is a major property for Virgin Mobile, and is a 12-month marketing programme.

"We have never treated it as an opportunity just to stick loads of logos everywhere, but have always tried to add real value back to the consumer experience and provide some added excitement. Giving away the last tickets live on air reinforces this approach."

The campaign will also feature an online game and viral to promote the live competitions and press ads and TV listings have also been designed to get people to tune in.

The campaign has been written by Nick Strada, the production company is Blink TV, and media buying is by Manning Gottlieb OMD. 

Virgin Mobile has said in the past it is aiming to make some of the "sexiest" ad campaigns. In May last year, it broadcast one that featured Christina Aguilera who is spotted by two builders jumping up and down on a chair as she squeals in delight, giving her audience the wrong idea.

In another ad, "butt naked", Busta Rhymes is in a hotel room where he goes to use a remote control to switch the TV channel, but operates the curtains by accident -- much to the delight of a crowd of fans waiting outside the hotel who get a glimpse of his bare bottom.

The ad campaigns, all created by the mobile phone operator's agency Rainey Kelly Campbell Roalfe/Y&R, have not all gone down well in the past.

Some 427 viewers complained in May 2004 that an ad showing an attendant helping to relieve a man as he urinated was disgusting, however Ofcom cleared the ad.

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