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Boost Mobile Is Bringing Value Back to the Dollar...Washington Is Back!
Sprint's Prepaid Division Tap's the First U.S. President to Star in Humorous TV Ads Promoting $1/Day Chat Plan
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IRVINE, CA -- (Marketwire) -- 10/28/08 -- Boost Mobile, a division of Sprint NextelCorporation (NYSE: S), offering value-based wireless phones and flexibleservice options with no long-term contracts, credit checks or activationfees and its advertising agency 180LA, debut its latest TV ad campaign withan amusing and witty commercial for Boost Mobile's $1/Day Chat Planfeaturing a parody of the first U.S. president, George Washington.
The campaign highlights how the dollar is getting its value back with therecent launch of the Boost Mobile $1/Day Chat Plan. The $1/Day Chat Planoffers unlimited text messaging, mobile-to-mobile and nights and weekendcalling on Sprint's high-quality, nationwide iDEN network for just a buck aday. No one is happier than the one man who has stuck with the dollarthrough thick and thin -- its unofficial spokesman and the face of thedollar bill, President George Washington. Washington is back, but now ismodernized and couldn't be happier thanks to the $1/Day Chat Plan.
"Boost Mobile is bringing back a familiar figure -- our founding father,the first president of the United States," said Caralene Robinson, Directorof Marketing Services, Boost Mobile. "George, whose face we all know is onthe dollar bill, has been feeling a little worthless lately. Thanks toBoost Mobile's dollar a day Chat Plan, he is reinvigorated and has a newzest for life."
The commercial concept was developed by 180LA, the international creativeagency that joined forces with Boost Mobile in April 2008, and directed byaward-winning director Chris Smith, who is known for his character-drivencommercials with hidden subtle points of humor.
"It's a metaphor for what's going on right now with the dollar," notedWilliam Gelner, executive creative director, 180LA. "George Washington, theman who represents the very foundation of the country, has fallen on hardtimes. Instead of looking impeccable and riding a glorious white steed,he's making do with an '84 Buick Regal. But, with Boost's help, hisconfidence is coming back."
The first of three spots are airing on MTV, TBS, Comedy Central, FUEL, FOXSports and Fox Sports West and will run through early February 2009.
About Boost Mobile
Boost Mobile is a division of Sprint Nextel Corporation (NYSE: S) thatoffers wireless phones and pre-paid services with no long-term contracts,credit checks or activation fees. Boost is among the most popular prepaidwireless brands in the U.S. and has approximately four million customers --the majority of which are 18 to 34 years old. Boost-branded wireless phoneswith its exclusive Boost® Walkie-Talkie service are available nationwideat approximately 17,500 major retail and independent wireless dealerlocations; with Re-Boost® available at approximately 100,000 locationsthroughout the U.S. Purchase and experience Boost on the web at MySpace,Facebook and www.boostmobile.com.
About 180LA
180 (www.180LA.com and www.180amsterdam.com) is an international creativeagency with offices in Amsterdam and Los Angeles. 180 employs 200+ peoplefrom over 30 countries. 180's client roster includes adidas International,Sony Consumer Electronics USA, Sony Corporation, Seventh Generation, BombaySapphire, Boost Mobile, MTV, BMW Motorcycles, Amstel Beer, Glenfiddich andOmega Watches.
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"Boost Mobile is bringing back a familiar figure -- our founding father,the first president of the United States," said Caralene Robinson, Directorof Marketing Services, Boost Mobile. "George, whose face we all know is onthe dollar bill, has been feeling a little worthless lately. Thanks toBoost Mobile's dollar a day Chat Plan, he is reinvigorated and has a newzest for life."
The commercial concept was developed by 180LA, the international creativeagency that joined forces with Boost Mobile in April 2008, and directed byaward-winning director Chris Smith, who is known for his character-drivencommercials with hidden subtle points of humor.
"It's a metaphor for what's going on right now with the dollar," notedWilliam Gelner, executive creative director, 180LA. "George Washington, theman who represents the very foundation of the country, has fallen on hardtimes. Instead of looking impeccable and riding a glorious white steed,he's making do with an '84 Buick Regal. But, with Boost's help, hisconfidence is coming back."
The first of three spots are airing on MTV, TBS, Comedy Central, FUEL, FOXSports and Fox Sports West and will run through early February 2009.
About Boost Mobile
Boost Mobile is a division of Sprint Nextel Corporation (NYSE: S) thatoffers wireless phones and pre-paid services with no long-term contracts,credit checks or activation fees. Boost is among the most popular prepaidwireless brands in the U.S. and has approximately four million customers --the majority of which are 18 to 34 years old. Boost-branded wireless phoneswith its exclusive Boost® Walkie-Talkie service are available nationwideat approximately 17,500 major retail and independent wireless dealerlocations; with Re-Boost® available at approximately 100,000 locationsthroughout the U.S. Purchase and experience Boost on the web at MySpace,Facebook and www.boostmobile.com.
About 180LA
180 (www.180LA.com and www.180amsterdam.com) is an international creativeagency with offices in Amsterdam and Los Angeles. 180 employs 200+ peoplefrom over 30 countries. 180's client roster includes adidas International,Sony Consumer Electronics USA, Sony Corporation, Seventh Generation, BombaySapphire, Boost Mobile, MTV, BMW Motorcycles, Amstel Beer, Glenfiddich andOmega Watches.
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