One-off Virgin Mobile ad to star Pamela Anderson

LONDON - Virgin Mobile has revealed that Pamela Anderson is to front the ad campaign for its Mobile TV service.

The TV campaign, by RKCR/Y&R, breaks on 9 October. It shows Anderson watching 'Coronation Street' on her Lobster 700TV phone as she reclines by a pool.

She then uses the phone for a video call with her agent, who is at a wrestling match and tells her he has secured a deal that requires her to don her red swimsuit, alluding to participation in wrestling matches with "huge" co-stars.

The deal covers just one ad, but Virgin Mobile is not ruling out working with the star again, a spokeswoman said.

The ad will put Anderson head-to-head with former 'Baywatch' co-star David Hasselhoff, who is fronting ads for broadband firm Pipex.

Manning Gottlieb OMD handled media buying for the Virgin ad.