New Year's campaigns are so cliché. That’s why this year Mint Mobile and its spokesowner Ryan Reynolds are celebrating the Jan. 1 holiday Public Domain Day, when the copyrights of previously protected works expire in the U.S. This year, the original storybook ‘Winnie-the-Pooh’ entered the public domain (along with copyrighted creations from 1926).
Mint Mobile and agency Maximum Effort have thus reworked the beloved bear into “Winnie-the-Screwed,” whose abundance of honey has been swapped for copious wireless charges.
In the video spot, Ryan Reynolds narrates the unfortunate character’s dilemma as he reviews his bill from “Big Wireless.” He slams his head against a table because he hasn’t realized the moral of the story—he could’ve saved with Mint Mobile.
“Like anyone with a big wireless plan,” reads the tale, “Winnie-the-Screwed just wants to keep some of his sweet, sweet money. But his money jar gets emptier and emptier with every monthly bill.”
The ad’s faux storybook features illustrations in the style of the original, but tweaked to feature flowing bills, cell phones and a potential cease-and-desist in the case that Reynolds’ “interpretation of copyright law is wrong.”
The spot drops alongside Mint Mobile's current offer of three free months of service with three-month purchases through Friday, Jan. 7.