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Boost Mobile has unveiled its latest campaign to announce that Apple's new iPhone 16 lineup has hit its stores — and customers can get their hands on the different models with a great deal.
Made together with full-service creative agency WorkInProgress, the campaign is marked by a meta-hero spot where the company searches for the perfect hand model for its commercial.
As a challenger brand, Boost Mobile seeks to highlight the incredible value it offers customers.
"We’re drawing attention to the new iPhone and to an incredible phone plan, as well. But we’re also changing people’s perceptions of Boost Mobile, making them a challenger brand to the big three," Josh Shelton, creative director at WorkInProgress, told DesignRush.
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Beyond the laughs, the comedic spot aims to promote the service provider's special offerings, no longer requiring trade-ins for customers to get their hands on the new iPhone 16 series.
Boost Mobile will also be giving $400 off on the iPhone 16 lineup if bought with the $60 monthly Unlimited Premium plan plus a free year of wireless service and $1,000 off with the Infinite Access for iPhone plan.
Notably, the initiative also celebrates the first time Boost Mobile services will be available in physical Apple Stores, including online and the Apple App Store.
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Sam Sindha, Boost Mobile's SVP of National Retail Sales & Operations, says the brand's latest offers were made to ensure immediate and long-term savings for the customers, and to experience the iPhone 16 with "blazing fast speeds on our nationwide 5G network."
Boost Mobile SVP of Partnerships and Growth Jeremy McCarty doubles down on this sentiment, sharing that the brand continues to invest in its retail presence and partnership with Apple.
By teaming up with one of the world's biggest tech giants and enhancing its offerings, Boost Mobile's latest efforts reflect its brand identity of being a customer-centric provider, making it stand out among its competitors.
The Quick Search for a Hand Model
The 30-second hero spot kickstarts with a Boost Mobile employee briefing three other employees on the provider's new 5G network, which can now be purchased alongside Apple's iPhone 16 Pro.
This means the company will need an appropriate hand model for a spot promoting the offering.
"I'm a nail-biter," one argues, while another shows both her hands wrapped in a cast.
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While the first two employees decline the hand-modeling role, the last employee asks the room if his own hands would work.
He then lifts his palms, which glistens under the sunlight as cheesy music plays in the background.
The scene then cuts to a voiceover touting Boost Mobile's "no trade-in" offering, closing the spot.
Last July, WorkInProgress and Boost Mobile launched a unified brand campaign, positioning the company as the only carrier that offers both prepaid and postpaid mobile under one name.
Editing by Katherine 'Makkie' Maclang
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