Hasta La Creative!

180 LA takes a creepy approach with its “Come To Data” campaign for Boost Moble, which promotes the provider’s unlimited data program.

The suggestively-titled campaign features two 60-second spots in which individuals battle, and ultimately give in to, their cell phone-loving ids when they use their smart phones in inappropriate situations.

In “Bathroom Dilemma,” a man at a urinal fights the urge to use his cellphone while taking a leak, and ultimately loses. The voice in his head, which is unsettling, ultimately convinces him to whip the device out by appealing to his love of man-baby memes. A Vine supporting the campaign takes the idea a step further, with a man playing a dice game on his cell phone while in the loo, which could be confused for an activity far more inappropriate for a public restroom. The second spot, “The Priest,” features a holy man tempted into streaming a horse race in the confessional booth.

A host of Vines and short videos support the effort, all following the theme of inappropriate cell phone use.

Credits:

Client: Boost Mobile
Director, Sprint Prepaid Group: Peiti Feng
Manger of Brand Advertising and Creative, Wally Fox
Brand Manager, Social Media and Brand Integration, Jill Johnson
Advertising Manager, Mario Cardenas
Social Media and Brand Integration, Bre Cohen

Campaign: Come To Data

Agency: 180LA
Managing Partner, CCO: William Gelner
Creative Directors: Mike Bokman and Jason Rappaport
Copywriter: Chris Elzinga / Daniel Chen
Art Director: Marcus Cross / Jenny Kang
Head of Account Management: Chad Bettor
Associate Account Director: Paul Kinsella
Social Media Account Manager: Olivia Watson
Head of Production: Natasha Wellesley
Senior Producer: Lindsey Wood
Associate Producer: Lauren Prushan
Business Affairs Manager: Ivy Chen

Production Co: Treefort
Director: Shillick
Producer: Mike Begovich
DP: Max Gutierrez

Editorial Company: Treefort (Web Films) / Melvin (Vines)
Editor: Josh Hegard (Web Films) / Dave Groseclose (Vines)
Color/ Online Finishing: Sam Maliszewski / Melvin
Sound Design / Mix: Eddie Kim / Therapy

Boost Mobile , the prepaid division of Sprint Nextel, is unleashing a series of spots that play off of the the “Unwronged” spots featuring Danica Patrick. I am so glad that some advertisers still have a sense of humor because I am about tired of hearing how all of these companies that were started during the Great Depression want to comfort us. Not that we don’t need a pick-me-up every once in a while, but enough is enough.

The creative is aimed at supporting a new $50 a month, “Monthly” Unlimited’ offering from Boost. The commercial features the Motorola Clutch i465, Boost Mobile’s first phone with a computer keypad. The creative was developed by Boost’s advertising agency of record, 180LA.

When I first saw the spot, I thought that it would run a couple of time and then get pulled due to some sort of  perceived offense. I am happy that I was wrong.

Although a bit far-fetched (Danica Patrick using prepaid cellular service), the overall creativity is refreshing. We are all aware of studies conducted during economic crises, and how the companies that spend through the storm emerge stronger on the other end.

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. If you would like to get in touch with Jeff, please leave a reply or follow the links: www.linkedin.com or www.twitter.com.