super bowl ad

Mint Mobile wants to produce its first national broadcast ad campaign. The ad needs to be compelling and address the negative sentiment consumers have about lower price products having something intrinsically wrong with them.

Parameters:

  • Must include “Premium Wireless for $15/mo. value proposition.”

  • Include the brand mascot.

  • Must be iterable.

Challenge

my role

  • Ideation.

  • Voice acting.

  • Graphic design.

  • Motion graphics and animation.

PRODUCTION

The creative team broke into pods of designers, animators and copy writers. My pod came up with an idea to directly address the skepticism consumers had about our products low price by juxtaposing our product next to a fake product that just isn’t right at any price point. We came up with a ton of fake product ideas and after selling in the pitch to management, “That’s Not Right” marketing campaign was born.

We moved into production and hired a studio to shoot the spots. I went to a sound studio where they tracked my voice over for the fox and end card. I then designed the end card and animated it along with the fox for all three spots.

Iterations

  • Chunky Style Milk

  • Finger Dip

  • Carpeted Showers

RESULTS

SOLUTION

The campaign was a huge success. When the Chunky Style Milk ad ran during Super Bowl LIII our website traffic spiked by 57,000 active users within 5 minutes. We broke the internet eliciting a major reaction out of celebrities on social media, made headlines in Ad Adage, Time and other major publications, dramatically increasing our brand recognition.

4:42 pm

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Mint Mobile Holiday Promo