10.28.08
IRVINE, Calif. – Boost Mobile, a division of Sprint Nextel Corporation (NYSE: S), offering value-based wireless phones and flexible service options with no long-term contracts, credit checks or activation fees and its advertising agency 180LA, today debut its latest TV ad campaign with an amusing and witty commercial for Boost Mobile’s $1/day Chat Plan featuring a parody of the first U.S. president, George Washington.
The campaign highlights how the dollar is getting its value back with the recent launch of the Boost Mobile $1/Day Chat Plan. The $1/Day Chat Plan offers unlimited text messaging, mobile-to-mobile and nights and weekend calling on Sprint’s high-quality, nationwide iDEN network for just a buck a day. No one is happier than the one man who has stuck with the dollar through thick and thin – its unofficial spokesman and the face of the dollar bill, President George Washington. Washington is back, but now is modernized and couldn’t be happier thanks to the $1/Day Chat Plan.
"Boost Mobile is bringing back a familiar figure – our founding father, the first president of the United States," said Caralene Robinson, Director of Marketing Services, Boost Mobile. "George, whose face we all know is on the dollar bill, has been feeling a little worthless lately. Thanks to Boost Mobile’s dollar a day Chat Plan, he is reinvigorated and has a new zest for life."
The commercial concept was developed by 180LA, the international creative agency that joined forces with Boost Mobile in April 2008, and directed by award-winning director Chris Smith, who is known for his character driven commercials with hidden subtle points of humor.
"It’s a metaphor for what’s going on right now with the dollar," noted William Gelner, executive creative director, 180LA. “George Washington, the man who represents the very foundation of the country, has fallen on hard times. Instead of looking impeccable and riding a glorious white steed, he’s making do with an 84’ Buick Regal. But, with Boost’s help, his confidence is coming back."
The first of three spots began airing today on MTV, TBS, Comedy Central, FUEL, Fox Sports and Fox Sports West and will run through early February 2009.
About Boost Mobile
Boost Mobile is a division of Sprint Corporation (NYSE: S) that offers wireless phones and services with no long-term contracts, credit checks or activation fees. Boost is among the most popular prepaid wireless brands in the U.S. and has approximately four million customers - the majority of which are 18 to 34 years old. Boost-branded wireless phones with its exclusive Boost® Walkie-Talkie service are available nationwide at approximately 17,500 major retail and independent wireless dealer locations; with Re-Boost® available at approximately 100,000 locations throughout the U.S. Purchase and experience Boost on the web at MySpace, Facebook and www.boostmobile.com.
About 180 LA
180 (www.180LA.com and www.180amsterdam.com) is an international creative agency with offices in Amsterdam and Los Angeles. 180 employs 200+ people from over 30 countries. 180’s client roster includes adidas International, Sony Consumer Electronics USA, Sony Corporation, Seventh Generation, Bombay Sapphire, Boost Mobile, MTV, BMW Motorcycles, Amstel Beer, Glenfiddich and Omega Watches..