• by Danielle Oster , February 22, 2025

Consumer Cellular is in the opening laps of a campaign for the 2025 NASCAR season.

The postpaid mobile brand worked with creative AOR The Mayor on the campaign, which features NASCAR driver Brad Keselowski. It kicked off last week with an opening “Presentation” spot, in which the pro driver pitches his idea of cutting his racing gear in half to demonstrate how Consumer Cellular can cut down on consumers’ wireless bills.

Continuing the thread, another ad, “Obsessed,” shows the driver going a bit too far with the idea – from cutting someone’s tie in half to cutting off the top of the watercooler.

The campaign arrives on the heels of the 2025 NASCAR season debuting earlier this month. Both ads launched on Feb. 16, with the campaign running across TV, social media, influencer marketing initiatives, OOH, and product marketing. The latter will include a “#6 Flip Phone,” branded to reference the Number 6 Mustang Dark Horse Keselowski drives for RFK Racing. It will be available beginning Feb. 25, and marketed across multiple channels -- including on the car itself.

“When we entered NASCAR, we knew authenticity and fun were key to connecting with the fan base,” Carter Nance, vice president of brand at Consumer Cellular, said in a statement. “We’ll be launching more fan-focused products and activations that harken back to NASCAR’s golden era, including a #6 flip phone that you can only get from Consumer Cellular.”

The campaign will continue running throughout the 2025 NASCAR season into the fall. It represents a continuation of the brand’s partnership with RFK Racing and Keselowski, which previously saw y saw the brand cutting a car in half to demonstrate how consumers could save on their cell phone bills.

That effort was a hit with fans. “We saw on social that NASCAR fans loved our use of humor last year and wanted more,” The Mayor founder and CCO Tom Hamling said in a statement. “So, we pushed Brad to further develop this larger-than-life character who’s obsessed with cutting things like Consumer Cellular cuts cell phone bills. He makes this campaign stand out in a sea of commercials featuring roaring engines and fast-paced race action.”