• by Sarah Mahoney , June 18, 2026

Verizon, deeply into a transformation effort designed to fend off the T-Mobile onslaught, is rolling out Simplicity, a new $45-per-month plan — $30 for each additional line — using transparency to address customers' frustrations with opaque mobile pricing.

And who better to do the explaining than Dr. Evil himself? The new campaign reprises Mike Myers in one of the world's most beloved roles, backed up by Number 2, with actor Rob Lowe stepping into the role originally played by Robert Wagner. (Lowe also played a young Number 2 in a flashback sequence in "The Spy Who Shagged Me.") Verizon created the campaign in-house, working with Jay Roach, who directed the "Austin Powers" films.

Verizon has also staged an equally delightful reunion ad for Spanish-speaking audiences, bringing back cast members of the original "Yo soy Betty, la Fea," the hit telenovela that was later adapted into ABC's "Ugly Betty." The Community Agency created the Spanish-language campaign.

While Verizon still leads the market with 146 million customers compared to T-Mobile's 142 million, it's been losing ground while T-Mobile gains, leading the industry in subscriber additions. A recent study from Morning Consult finds that T-Mobile scores higher in "mental market share," with 23%, compared to Verizon's 19% and AT&T's 18%.

The research finds that trust and transparency friction — including hidden fees, unexpected charges and unreliable service concerns — are the top barriers, along with confusion about plans. "The category's proliferation of carriers, plans, and bundles is itself a barrier," it notes. "Simplicity is an underexploited positioning lever."

Apparently, Verizon got the memo. It's billing Simplicity as a "breakthrough offering," priced at $45, with a promotional $30-per-line offer for mobile customers who switch to Verizon, and says it "eliminates tiered network confusion."

Enter Dr. Evil, who presents a competitor's offer so complex he thinks it's pure evil. Menace Mobile, he promises — after Rob Lowe's big reveal — will have the most confusing plans and pricing ever.

Scott Evil, played by Seth Green, isn't impressed. "This isn't evil," he says. "It's just typical phone company stuff."

The ad also introduces Verizon Dollars, a new loyalty program that lets opt-in customers earn 3% back every month, redeemable on devices, accessories, and offers from brands like Hilton, Sephora and Starbucks.