Cricket Wireless just launched a comedic campaign starring cartoon characters that love to let things hang loose.
Led by advertising agency ARGONAUT, the latest effort highlights the brand's honest prices that include taxes and fees upfront, without any hidden charges.
According to Cricket Wireless Marketing VP Cindy Rozier, the spot is all about transparency, which is one of the company's most important core values in a competitive market.
It drives this point in the spot with the use of nude cartoons, who themselves have "nothing to hide."
ARGONAUT Head of Creative Hemant Anant Jain chimed in, pointing out that honest pricing is nearly unheard of in a society where people are used to being tricked.
"When you have nothing to hide, it’s easy to be out and proud about it," he concluded.
Cricket's quirky new campaign runs across digital and social.
Using humor and a cast of well-established characters, Cricket Wireless builds upon its brand voice.
Brands that wish to utilize mascots may wish to align its personality with the brand to maximize its potential.
Fully Exposed
A pair of spots stars a cast of animated characters that Cricket worked with ARGONAUT to create over the last 10 years.
The first spot, "Sauna," features a blue squarish character named Chip praising Cricket's transparent phone plans, pointing out that the brand has "nothing to hide."
Hilariously, the scene zooms out to reveal that the cartoon's nonexistent "privates" are pixelated.
The spot ends with an off-screen voice telling him that he forgot his towel, to which he replies that he never had one.
In a second spot titled "Nude Model," a round green character named Dante also has nothing to hide as he poses in the nude for a group of painters.
Just like the blue character, he explains the brand's trustworthy plans, getting a bit too excited in the process.
Throwing his hands in the air in excitement, he accidentally exposes himself to the crowd.
He quickly covers up again in embarrassment, as the spot ends.
Last month's campaign from VOXI Mobile also featured antics from a pair of silly characters.
