UScellular is furthering its commitment to helping people build healthier relationships with technology by partnering with Grammy-winning artist and wholeness advocate Alanis Morissette. The new partnership aims to highlight the ironies of modern-day phone usage in a thought-provoking and entertaining way to promote positive digital health.
UScellular discovered that nearly a third of people want to take an intentional break from their phones, US Mode helps users better utilize customizable native focus settings on their smartphones. US Mode allows users to set time limits on social media apps, disable non-human push notifications, eliminate red notification bubbles for apps, and enable pre-set quiet times.
The brand, along with AOR, The Martin Agency, uses the strategy that being constantly connected to phones but not connecting in real life is more than just ironic, it’s a real problem.
Referencing her song, Ironic, UScellular and Morissette are helping redefine irony through the context of phone use in a true homage to her original single. Each scene in the new video release is peppered with both subtle and easy-to-spot Easter eggs inspired by her original music video and lyrics. Watch below:
REELated:
“Defining healthy habits around digital use is so personal and nuanced. There is a fine line between how digital use can help us connect in some moments and disconnect us in others. Together with UScellular, I’m helping support their focus on the importance of healthy digital habits, finding the balance and rediscovering genuine human connection,” said Morissette.
“We’re excited to partner with Alanis Morissette, who not only knows the importance of healthier digital habits but also a thing or two about irony as we continue working to combat over-connection,” added Eric Jagher, Senior Vice President and Chief Marketing Officer at UScellular. “While our mission is to connect people to what matters most, we’ve seen the consequences of being constantly connected to our phones and are committed to providing solutions that encourage genuine connection over distraction. The only thing more ironic than smartphones making people feel disconnected is a wireless company telling people to put their phones down.”
To get fans involved, UScellular and Alanis Morissette are encouraging people to take a break and put their phones in US Mode so they can reconnect with each other distraction-free. Additionally, fans can enter for a chance to win a trip to see Alanis perform live on September 29 in Dana Point, California.
Fans can visit UScellular.com/BuiltforUs for official rules and to enter for their chance to win through August 31.
CREDITS:
BRAND: UScellular
- CEO: Laurent Therivel
- SVP, CMO: Eric Jagher
- VP, Brand Management: Verchele Roberts
- Director, Marketing Communication: Shoshana Friedman
- Advertising Manager: Folashade Akisanya
- Senior Director, Local Marketing Strategy and Brand Activation: Shelly Pluta
- Senior Manager, Brand Activation and Engagement: Rebecca Kruse
- Manager, Social Media & Brand Strategy: Stacey York
- Social Media Strategy and Programs Manager: Zach Pospisil
- Social Media Strategy and Programs Manager: Jen Roth
- Sr Manager Media & Public Relations: Katie Frey
- Director, Enterprise Communication and Media Relations: Kyle Donash
AGENCY: The Martin Agency
- Chief Executive Officer: Danny Robinson
- Chief Client Officer: Michael Chapman
- Chief Creative Officer: Jerry Hoak
- Executive Creative Director: Ashley Marshall
- Group Creative Director: Allison Rude
- Creative Director: Elliot Nordstrom
- Creative Director: Allie Nordstrom
- Senior Copywriter: Elizabeth Daniel
- Senior Art Director: Blair Seward
- Group Planning Director: Mike Obermeyer
- Strategy Director: Marisa Perazzelli
- Senior Strategist: Allie Ballard
- Senior Social Strategist: Julia Seng-Sourinho
- Senior Comms Strategist: Michael Bonavita
- Group Account Director: Lindsey Netto
- Account Director: Geordan Vakos
- Account Supervisor: Corinne Barrow
- Account Supervisor: Ashley Ihesiaba
- Account Executive: Jezz Smith
- Group Project Manager: Courtney Hurd
- Senior Project Manager: Lisa Haynes
- Executive Producer: Nicole Lederman
- Senior Content Producer: Arielle Blais
- Associate Director, Business Affairs: Jesse Brandt
- Senior Business Affairs Manager: Lauren Garrett
- Head of Public Relations, Cultural Impact Lab: Lauren Brennan
- Cultural Impact Lab Director: Kara Feigenbaum
- Senior Specialist, Cultural Impact Lab: Fenton Crowther
- Senior Specialist, Cultural Impact Lab: Lizzy Reid
- Influencer Partnerships Director: Jake Rosenblatt
- Studio Artist: Margaret Griffiths
- Financial Affairs Manager: Annette Ligammari
PRODUCTION COMPANY: Hungry Man
- Director: Dan Opsal
- Partner / EP: Kim Dellara
- Executive Producer: Franchesca McDowell
- UPM: Buzzy Cancilla
- Production Supervisor: Christopher Hoggard
- 1st AD: Eric Topp
- 2nd AD: Rob Topp
- Director of Photography: Damian Acevedo
EDIT: Arcade – Edit, Royal Muster – Color, Shape and Light – Finish
- Editor – Arcade: Ali Mao
- Assistant Editor – Arcade: Lucas Ferreira
- Producer – Arcade: Ellen Lavery
COLOR: Royal Muster
- Senior Colorist – Royal Muster: Roslyn Di Sisto
- Executive Producer – Royal Muster: Thatcher Peterson
- Producer – Royal Muster: Diane Valera
FINISH: Shape and Light
- Managing Director – Shape and Light: Cara Lehr
- Producer – Shape and Light: Jade Fuller
- Producer – Shape and Light: Michelle Andre
- Creative Director / Flame Lead – Shape and Light: Emily Irvine
Audio/Music/Sound Company: Sonic Union
- Mixer / Sound Designer: Rob Ballingall
- Executive Producer – Sonic Union: MK Valentino
- Producer – Sonic Union: Gina Petrarca
SOCIAL: Crispy Chicken
Social Handles or Links (For tagging): crispychickenco
TALENT AGENCY: MAX.Live
- Head of Music (Talent Buyer): Maxwell Zotz
- Artist Relations Manager (Song Licensing): Angie Mejia
- Senior Director of Client Partnerships: Shari Samuels
- Additional Partner: Elias Audio Branding
- Head of Production & Director, Audio Identity: Matt Phenix
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