Boost Gets ‘Racy’ in New Ads

Thu, 05/21/2009 - 9:40am
Monica Alleven

Get ready for the next installment of Boost Mobile’s “unwronged” commercials. Next up: race car driver Danica Patrick, who communicates the “wrongs” of prepaid phone plans that don’t match Boost’s Monthly Unlimited service.


Earlier this year, the prepaid arm of Sprint Nextel introduced the Monthly Unlimited plan, offering unlimited anytime nationwide talk, text and multimedia messaging, wireless Web and walkie-talkie services for $50 a month. That set off other offers in the prepaid space.

In a press release, Boost Chief Marketing Officer Neil Lindsay said Patrick brings a high level of fun, energy and edge, which aligns perfectly with Boost’s “unwronged” campaign.


Not everyone is enamored by Boost’s commercials, one of which features two pigs dining on a ham. But Boost executives say the ads are effective in getting their message across.

Two new spots will begin airing on May 24 during the Indianapolis 500 on ABC and will feature the Motorola Clutch  i465, Boost’s first qwerty phone. Ads will run on national TV, local radio, mobile billboards and online. The campaign also will be featured in cinema ads starting June 17.

The creative agency behind the ads is 180LA. “We had fun with the gender bending aspect of Danica being a female racer in a male dominated sport,” said William Gelner, executive creative director at 180LA, in a statement. “Turning the tables on crazy fans and pit crews seemed right.”

Perhaps it’s not surprising that Patrick is in Boost’s commercials. In early May, Boost announced its sponsorship for Patrick’s No. 7 IndyCar. Motorola remains a partner in that as well.

Last night, T-Mobile USA debuted new ads featuring spokeswoman Catherine Zeta-Jones during the season finale of “American Idol.”

More FirstNews 05/21/09:
•  Alcatel-Lucent Jumps into LBS Ad Space 
•  Boost Gets 'Racy' in New Ads
•  Survey: Going Green Is Catching On
•  Tessera Wins Patent Dispute with Chipmakers
•  LG Plans to Close Mexican Plant 
•  FirstNews Briefs for May 21, 2009




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