Boost Mobile brings the laughs in ads introducing its national 5G network

After merging Boost Mobile and Boost Infinite into a single brand, Boost Mobile is now a nationwide telecom carrier, competing with the big three—but most people don’t really know that. This is explained in a new campaign by agency WorkInProgress, with spots styled to mimic internal marketing and sales meetings, like in “The Office.” Launched last week, “We Built a Network,” with spots directed by “Portlandia” writer and director Jonathan Krisel, depicts a fictional group of Boost Mobile employees who built the 5G network educating a newcomer on the team about all of Boost’s new benefits ahead of a public customer presentation. As they detail the facts, they have to deal with her shock and help her process the information, as she remains in disbelief at Boost’s offerings. The campaign cleverly takes a “fly on the wall” point of view, as viewers sit in on internal meetings. Four spots (one above, three below) show how the team strategizes its sales pitch to educate consumers on their offerings. The fully integrated campaign, which is the first from AOR WorkInProgress, will run through the end of September on OLV, CTV, social and audio podcasts. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Boost Mobile brings the laughs in ads introducing its national 5G network

Featured Stories