• by Danielle Oster , Yesterday

Consumer Cellular recently launched a campaign featuring the return of comedic actor Ted Danson, as the brand attempts to convince audiences they can save money by switching to the provider.

Danson stars  in a series of five ads for the campaign, which was created in collaboration with Consumer Cellular’s creative agency of record, The Mayor. The ads see Danson bring to life the brand’s positioning as a less-expensive alternative to traditional wireless companies through a series of playful scenarios. The affable actor poses the question “What am I even paying for?” in the ads, standing in for the typical cellular consumer. Danson reaches for a series of oversized props to illustrate the brand’s savings message. in “Piggy Bank,” that means one absurdly large ceramic swine.

Danson is also joined by PGA Tour Champions (the PGA’s professional league for golfers 50 and older) golfer Fred Couples in “Ted & Fred,” which concludes with the pair getting a matching pair of titular T-shirts. The spot, along with Couples’ solo outing in “Extra Round,” showcase how Consumer Cellular can purportedly help consumers save enough each month for an extra round of golf, illustrated by the tagline, “Save Your Green for the Greens.”

The savings-focused campaign is certainly timely in light of consumer economic anxiety exacerbated by recent tariff issues. Consumer Cellular also reports that 63% of customers of “big wireless” companies have remained with the same carrier for over five years, and 71% claim they “probably won’t switch.” With the new campaign, Consumer Cellular is attempting to change their mind.

The campaign is also designed to appeal to an often-overlooked demographic, with the brand saying it’s “aimed squarely at helping Americans 50+ save on their wireless bills.” A recent national survey by Cheryl Overton Communications (COC) found that nearly half (48%) of American consumers over 50 felt overlooked as consumers within the past year, and only 3% feel “seen” in advertising.

“With prices still high at the pump and in the grocery aisle, every dollar counts for our target. While cell phone bills aren’t always top of mind, they should be—and that’s where we come in,” Consumer Cellular Vice President of Brand Carter Nance said in a statement.

“We don’t just want to tell people how much they can save, ” The Mayor CCO Tom Hamling added.  “We want to show them -- and bring those savings to life in a memorable way. Sometimes that means a round of golf with your buddies. and sometimes that means using a 20-foot ceramic pig."

The effort follows Consumer Cellular’s similarly savings-minded comedic campaign earlier this year focusing on a different sport, with NASCAR driver Brad Keselowski  onboard for a series of mockumentary-style ads.