The campaign, created by Rainey Kelly Campbell Roalfe/Y&R, breaks tonight and will run for four weeks as Virgin, which has previously only offered pay-as-you-go phones, launches its first monthly contract service.
Based on the strapline "show off or money off', it brings to life Virgin Mobile Pay Monthly's offer of a choice of a new phone at the end of a contract or the choice to reduce monthly charges.
One ad is set in a wedding as the bride and groom enjoy their first dance. A man walks up to the DJ and hands him a "lost" mobile phone. When the DJ interrupts the song to say the phone has been found, the same man who handed it in goes back to collect it.
In another spot, a woman is shown leaving her boyfriend. As she drives off, he chases her down the street frantically. She stops the car and looks at him hopefully as he says: "Tara, wait! There's one thing I wanted to say... check out my new phone." She sighs and drives off.
The third execution has a man parading his phone on a leash in front of an amazed crowd at a pedigree dog show.
The TV ads will be backed with a poster campaign supporting the "show off" angle.
James Kydd, brand director at Virgin Mobile, said: "Our new ads cleverly demonstrate our key point of difference, every contract customer will have the chance to 'show off' with a new phone every 12 months or get money off their bill."
The ads were created by Rob Messeter, Yu Kung and Andy Brittain at RKCR/Y&R, and directed by James Howarth of Therapy Films.
James Murphy, CEO of RKCR/Y&R, said: "Virgin Mobile is yet again redefining the market: unlike other networks, customers don't have to badger or threaten to leave the network in order to receive a great offer, it's part of the new Virgin Mobile contract."
Previously, the brand has used stars including Christina Aguilera, Missy Elliot and memorably Busta Rhymes flushing himself down an airplane toilet.
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