Verizon has created its own music video version of Kelis' 2003 hit, "Milkshake" in a campaign that aims to prepaid phone packages cooler.
Directed by Traktor at Rattling Stick for The Community, the ad takes place in a diner where a group of young business guys are comparing streaming speeds. One complains that his prepaid is useless, but another guy leaps up and breaks into song with the intro: "My prepaid brings all the gigs to the plan, my network is better than yours." An entire music video ensues, complete with dancing cops and waitresses, funny lyrics and examples of what better streaming can enable you to do, like watch funny fails and animal videos.
The spot is airing in seven regional markets across the U.S. -- Dallas, Philadelphia, Atlanta, Chicago, San Francisco, Washington DC and Phoenix -- aimed at a cross-cultural audience. It aims to counter the bad reputation of prepaid phone packages in a light-hearted way. Leo Prat, executive creative director of The Community, said in a statement. "Verizon prepaid gives people control, but also gives them freedom. And that's how we approached this project: with freedom. Trying to make prepaid cool in a fun and simple way, like the product itself."