Consumer Cellular has named creative shop Alto as the lead creative agency, following a competitive, internally-led pitch, to lead the campaign creation.
The new campaign, “Freedom Calls,” hinges on an idea that goes beyond telecom– brands of all types have been making a huge error that’s not being talked about, focusing on chasing youth/cool cache that they ignore (and in many ways are alienating) a massive audience with money to spend – old people.
“When looking across the advertising landscape, we kept seeing a binary world of ‘youth’ or ‘old’ messaging and nothing in between. We kept wondering where all the 50-somethings were. This lack of representation creates a white space opportunity for us and is why we’re so excited about the potential for our ‘Freedom Calls’ campaign,” says Craig Lister, Chief Marketing Officer at Consumer Cellular. “Our goal with this new campaign is to show the vibrancy of our 50+ target market. We want our audience to see themselves in our work, and consider Consumer Cellular as the right wireless provider for them.”
The work stars Ted Danson and is laser-focused on a more authentic, more direct appeal to an age group that has been ignored, forgotten, and even mocked in the past. The idea is simple: 55+ is a phase of life we should all be looking forward to. They’re the most liberated group of people in the world. They answer to no one. They’re secure in their lifestyle. And most importantly, they have plenty of time to do what they love.
Ryan & Brenda are a couple makes a pact to no longer be prisoners to a Wisconsin winter. Flying south, where the pickleball courts are eternally bright, they choose a new phone plan that has the same coverage at up to half the cost. Danson deadpans, “They may call us snowbirds,” with Brenda finishing, “but we’re phoenixes.” Watch below:
“Marketers have traditionally approached 50+ as a monolith, pumping out formulaic work depicting the ‘last chapter’ in life. We embrace the ‘next chapter’ which for our target can be the most fulfilling chapter of them all. Our customers are typically empty nesters, or close to it – they have more control over their lives than ever before. They’ve earned this position, and they know it. As a brand that offers freedom from expensive phone plans, unnecessary fees, and long-term contracts, it felt natural to celebrate the freedom that comes with getting older and being able to call the shots,” notes Carter Nance, VP of Brand and Creative Strategy at Consumer Cellular. “From the first meeting, Alto understood our vision for this life stage and the importance of authentic representation in the 50-plus generation. “Freedom Calls” is a reflection of this group’s strength and influence.
Issa is a linksman quietly notes that his brother may think he’s a better golfer or more superior than he – but he’s not. Issa has switched his phone plan to Consumer Cellular and now has the same coverage for up to half the cost. While his brother may have mom’s dimples and dad’s business, Issa pays less for wireless and he is free.
Marcus is a retiree makes a contract with himself. He will never again work for another man or woman, but especially Todd. He abandons his corporate phone plan to get his own – without contracts or sacrificing coverage. Riding his bicycle into the air, to freedom.
REELated:
“There’s a group of people out there that typically have been ignored, forgotten, and even mocked by advertisers. Freedom Calls isn’t here to ‘hey boomer’ anyone; it’s about changing perceptions and celebrating the vibrant, carefree life that comes with getting older,” said Hannes Ciatti, Founder and Chief Creative Officer at Alto.
Ciatti adds, “This campaign speaks to people in a completely new way, true to the time we live in and the reality that 50 and onward are the best years we have. I mean, who wouldn’t want to focus on their pickleball career or take a lazy bike ride down their street without a care in the world? Sign me up.”
To make up for the woeful lack of photography showcasing how 50+ people actually live, the brand set out to capture real groups of people in an authentic way. These are genuine, spontaneous moments, and not staged.
They illustrate the swagger of this audience, unapologetically living their lives with freedom – a tone previously only reserved for young people by brands like Converse or Diesel. We are showing a phase of life we should all be aspiring and looking forward to.
CREDITS:
CLIENT: Consumer Cellular
- Craig Lister CMO
- Carter Nance VP Brand and Creative Strategy
- Stephanie Dooley Creative Director
AGENCY: Alto
- Hannes Ciatti CCO, Founder
- Ed Rogers Managing Partner
- Matt Bonin Head of Entertainment + Production, Partner
- Dan Kroeger Executive Creative Director, Partner
- Pierre Janneau-Houllier Executive Creative Director, Partner
- Tara Fray Head of Strategy, Partner
- Drew Phillips Strategy Director
- Jason Bagley Executive Creative Director
- Andy Laugenour Creative Director, Copywriter
- Robbie Rane Creative Director, Art Director
- Shannon Coletti Group Brand Lead
- Nicole Smith Brand Director
- Julia Menassa Director of Art Production
- Marvin Cassell Integrated Production Coordinator
PRODUCTION COMPANY: MJZ Production Company
- Steve Ayeson Director
- Eduard Grau DP
- Alex Waite Producer
EDIT: Arcade Edit
- Geoff Hounsell Editor, Arcade Edit
- Mitch Mitchell Asst Editor, Arcade Edit
COLOR: Company 3
VFX/Finishing: Kevin
MUSIC: Walker Music
