A cuddly Teddy Bear hamster goes about his hamsterly business in a cage, eating some food out of a dish, running on the wheel.
The text asks viewers, "Ever worry about reincarnation?"
Outside the world of the hamster cage is a pet store, and a biracial male couple approaches. One has a '70s-style mustache and is wearing a tight white T-shirt with army dog-tags around his neck, the other with black leather pants, a black tank top exposing a band-tattoo, and many rings.
The men point at the critter and shake their heads in agreement with a smile, as the critter tries to escape from its cage.
The screen then reads, "We do. That's why we give bonus airtime to our best customers." The tagline: See red. Then see Virgin Mobile."
The meaning of this unaired ad is obscured and can go in very
different directions. One possible read is a perverse reference to an urban myth about Richard Gere (or gay men) and gerbils for sexual use. Another is the possibility of morally suggesting that those who don't live their lives properly (gay men in this case) may return as a "lower" life form, such as a hamster. Still another read may be that they are simply trying to say that gays are their "best customers."