Kicking off a campaign from Argonaut, AT&T-owned Cricket Wireless today breaks “Way Too Long,” a 15-second that conveys the prepaid mobile provider’s partnerships with HBO Max and Sam’s Club. And, when the featured animated character gets bored, the virtues of TikTok scrolling.
“This campaign holds a mirror up to the way so many of us are spending our time these days,” Argonaut executive creative director Vince Lim told MediaPost’s Agency Daily. “That humorous self-awareness makes Cricket relatable, which can't be said for most of our competitors.”
A second 15-second spot, extolling the virtues of Cricket 5G, will break Monday, August 23.
In addition to TV and online video placements, the campaign includes radio and even shorter videos running on, yes, TikTok and other social media. Media agency is Hearts & Science.
The campaign is set to run through November 3.
“We started where we always do: with human insight. With all of the noise out there, we understand that affinity is going to have to come from an honest understanding of the consumer,” said Lim.
“We are always looking for ways to make our customers smile,” added Cindy Rozier, assistant vice president, marketing, Cricket Wireless.
Cricket’s competitors in pre-paid mobile include T-Mobile’s Metro and Dish Network’s Boost.
The company's new campaign comes on the heels of a current push by T-Mobile to siphon off customers from both Cricket and Boost by offering a $25/month 5G plan and free phone to switchers.
Cricket’s partnership with WarnerMedia’s HBO Max starts today, providing the streamer’s ad-supported service, normally $9.99/month, free to customers of the Cricket $60/month unlimited data plan. Buyers of that plan have also been getting a one-year membership to Sam’s Club for the past month.