Lately Virgin Mobile has been getting on New Yorkers’ nerves with an outdoor campaign that attempts to flatter each local neighborhood with customized copy that works its way to a lame connection between the character of the neighborhood and a Virgin Mobile calling plan. As you might guess, they’re going over like mom talking to you about that hip-hop all the kids are listening to. (“Murray Hill, you rule. So you’re not Gramercy. At least you’re not Sutton Place. You’re quiet, livable and dependable. And you’ve got a couple of decent curry joints, too.” Yikes.) The latest execution to be criticized (click image to enlarge) is not even based on a neighborhood, but a type of convenience store commonly called a bodega in the northeast. Blogger Nueva York explains what’s wrong this time:

If I were asked by a reporter what I think about the bodega ‘you rule’ ads…wait a minute, I am a reporter, and I will ask myself. Seth: What do you think of the bodega ‘you rule’ ads?
Seth: They make me nauseous. First of all, I don’t see any difference between the bodega described in the ad and Korean delis. Second, the implication that bodegas have a great selection of goods is absurd, unless you count having multiple brands of fake vanilla extract imported from the Dominican Republic. Third, the words “hankerings” and “bodega” don’t seem to go together too well. I was hoping for maybe a little Spanglish, toss in a ‘antojos’ or something just as a glancing recognition that bodega are Latino businesses. (Whether the little convenience stores run by Yemenis et al. are bodegas, let’s leave that for another day.) And fourth, the whole thing just makes me nauseous. Did I say that already?

You can’t say it enough.

The Latest Absurdity from Virgin Mobile [Nueva York]