Cricket Wireless has debuted "Jawsome," its latest national
campaign.
The creative is by longtime AOR Argonaut. The jaw-dropping Cricket character promotes the "lightning fast 5G" service, as well as the budget-conscience pricing, in a series of spots. They include “Jaw Drop” and
“Apartment.”
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The "Jawsome" campaign runs across TV, digital, social, radio/audio, mobile and out-of-home.
Since 2013, the agency has produced 100+ campaigns for Cricket Wireless and won a Cannes Lion en route.
Hemant Jain, Argonaut head of creative, told Agency Daily: “We believe Cricket is the best value provider in the wireless category and wanted a
creative idea that would feel fresh and get this message across in a fun way. We enjoyed bringing some classic, physical comedy to these characters — and we’ve only scratched the surface
of what they’re capable of doing for the brand.”
Cricket says it added
more prepaid phone customers than any other major provider in the U.S. year-over-year, recently surpassing 14 million subscribers. That's more than
tripling its growth since the brand-agency partnership began.
"Consumers are actively seeking out value from brands they choose
to engage and spend their money with. Pairing the speed and reliability of our nationwide 5G network with the Samsung Galaxy truly is jaw-dropping value. We love the way we’re bringing that to
life with our characters in this work,” added Cindy Rozier, AVP, marketing at Cricket Wireless.