Little Rings Right About Boost Mobile's UNwrong'D


Remember Boost Mobile, the Nextel spin-off that spent the last three years molesting street culture under the tagline "Where You At?"

Hip-hop's run out of milkable teats so Boost's taken shelter in the ironic, determinedly awkward humor of suburbia. And Skittles commercials.

"Coroner" and "Bicycle" explain how Boost Mobile rawks, not because the value proposition is good (would you rather have "no hidden fees" or play iPhone Ocarina?), but because some things out there are worse. The problem is, you're left with little more than nausea over the still-lingering memories of unkempt armpit hair and breakfast burritos a la Poe. You will have absolutely no memory of Boost's merits.

Which I guess is how it should be.

180LA's responsible for the ads, which fall under a campaign called UNwrong'D. AdFreak's right. That apostrophe -- the whole concept, really -- is like cyanide.



by Angela Natividad    Feb-24-09   Click to Comment   
Topic: Bad, Brands, Campaigns, Commercials, Online, Television   

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Actually, for the market they're targeting (people like me, I guess), it's not that bad. The gimmick is attention-grabbing, and the value proposition is very clear: $50 for unlimited everything. Which is about $50 less than their biggest prepaid competitor, Virgin Mobile. I have to tell you, Angela, I responded to the ad. In fact, since I've been looking to replace my Virgin account, I just might go with Boost.

Posted by: Jolie O'Dell on February 24, 2009 11:01 AM

Sigh. I guess this is something we'll just have to avoid discussing when we hang out, Jolie. If I start to look away and bite my lip, you'll know I've begun thinking about Boost, and you can change the subject.

Posted by: Angela on February 24, 2009 11:06 AM

You guys. I'm bringing the boxing gloves the next time we are all together!

And Jolie, I'm reserving a special punch for you...just for mentioning Virgin. Oh wait. Shit. I just said it. Now I have to punch myself. Or you do. Or something.

So you're really gonna switch?

Posted by: Steve Hall on February 24, 2009 4:51 PM