People are used to finding hidden fees in everything – from vacation rentals to their wireless bills. In a new campaign, Cricket Wireless and advertising agency ARGONAUT use some comedically pixelated cartoon characters to show how they ‘bare all’ in their costs.
In ‘Cricket Bares All,’ the blurred treatment of ‘private parts’ for characters who don’t even wear pants is a fun, tongue-in-cheek approach to Cricket’s transparency. Cricket includes everything upfront, unlike other wireless carriers that tack on taxes and fees after the advertised price. Further solidifying the value they provide to consumers.
“Transparency is one of the core values of our business,” says Cindy Rozier, assistant VP of marketing at Cricket Wireless. “In a competitive market, it’s important that consumers know it, too.”
“People have become so used to hidden fees and deception with pricing that it’s almost shocking when someone is upfront and honest,” says Hemant Anant Jain, head of creative at ARGONAUT. “When you have nothing to hide, it’s easy to be out and proud about it.”
Over the past ten years, ARGONAUT has worked with Cricket to develop a cast of animated characters that have become the face of Cricket’s campaigns.
In one spot, the blue character named Chip is sitting comfortably in a sauna as he pretends to forget his towel. In another spot, the green character named Dante poses as a nude model for a group of artists.
The campaign will be live on Oct. 1st on digital and social.
