Ad of the Day: Boost Mobile

Boost Mobile wants you to feel safe. The Sprint-owned mobile provider is out with a new spot that parodies the slit-your-throat thriller genre to peddle its "Shrinkage" plan—an option, the company claims, that will spare you any regularly scheduled terror your current, murderous phone statement may inflict upon you. Created by 180 Los Angeles, "Bill From Hell" sets a faux-ominous tone from the start, opening on a shadowy figure walking down a desolate street on a rainy night. Flaunting the stereotypical homicidal-maniac look—gaunt, with scraggly hair—he's oblivious to the downpour, and able to set a yapping dog whimpering with a withering stare. After breaking into an apartment building, he marches up the stairs and smashes his victim's front door into splinters in a state of rage. Then he tosses the cowering occupant a parcel. No machete. No boat hook. No blood-curdling scream. Just a fat package full of ulcer-inducing overage minutes. "I'm so sick of fearing my monthly bills!" explains a thought bubble that pops up, credited as an actual tweet from @MRabin17. "We hear you," assures the voiceover, taking the opportunity to pitch you on the flat-rate monthly offering, which shrinks in cost with on-time payments. The spot is a well-executed personification of the commonplace anxiety caused by phone bills. Sure, the I Know What You Did Last Summer vibe is dated and cheesy, but the message is resonant enough. And as jarring as the inclusion of a tweet bubble in a TV spot feels, it gets the brand's point across. So, switch to Boost, and next time someone tries to break down you door, at least you'll be sure it's not your mail that's out to kill you. CREDITS Client: Boost Mobile Spot: "Bill From Hell" Agency: 180 Los Angeles Executive Creative Director: William Gelner Creative Directors: Matt Elhardt, Gavin Lester Copywriter: Dave Horton Art Director: Matthew Woodhams-Roberts Executive Producer, Managing Partner: Peter Cline Senior Producer: Natasha Wellesley Assistant Producer: Tina Diep Group Account Director: Chad Bettor Account Director: Jerico Cabaysa Account Manager: Cassie Jackson Planning Director: Martin Ramos Production Production Company: Imperial Woodpecker Director: Simon McQuoid Director of Photography: Dion Beebe Senior Executive Producer: Doug Halbert Producer: Adam Cramer Production Designer: Robb Buono Stylist: Gretchen Patch Casting Company: Alyson Horn Casting Casting Director: Alyson Horn Shoot Location: Los Angeles Shoot Dates: Jan. 22-23 Editorial Editorial Company: Cut & Run Editors: Steve Gandolfi, Isaac Chen Executive Producer: Michelle Burke Head of Broadcast: Christie Price Completion, Special Effects Colorist: Adam Scott Transfer Facility: The Mill Online, VFX: The Mill VFX Supervisor: Phil Crowe Flame Artist: Andy Bate Executive Producer: Sue Troyan VFX Producer: Tram Le Recording, Mix Recording Studio: Eleven Sound Date: Jan. 31 Final Mix: Eleven Sound Dates: Feb. 1-2 Mixer: Jeff Payne Assisrtant Mixer: Ben Freer Executive Producer: D.J. Fox-Engstrom Music Music Company Elias Arts Composers: Christopher Kemp, Dave Wittman Creative Director: David Gold Executive Producer: Ann Haugen Sound Design Sound Design Company: Elias Arts Lead Sound Designer: Jay Nierenberg Executive Producer: Ann Haugen Client Director, Brand Marketing: Caralene Robinson Senior Manager, Advertising: Peiti Feng Advertising Manager: Arlin Morales Creative Marketing Manager: Wally Fox Senior Manager, Brand Marketing: Geraldine Morrison Brand Marketing Manager: Marisa Schaeffer

Brand Marketing

Ad of the Day: Boost Mobile

The carrier tries to calm your nerves in this horror parody from 180LA

Gabriel Beltrone

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Gabriel Beltrone