Boost Mobile will run its first Super Bowl ad this year, a rep has confirmed.
Tatum Hawkins, a rep for the Sprint unit, declined to say what the Super Bowl ad will look like, although it will keep up with the "Unwronged" theme launched in February 2009. "We think audiences will find the concept quite nostalgic," Hawkins said.
Those ads feature "wrong" scenarios like women with long armpit hair and pigs eating ham, and then contrast that wrong with cell phone companies charging hidden fees. 180LA handles Boost's advertising.
The effort comes after Boost added more than 2 million new subscribers in 2009 in part because of its $50 a month all-you-can-eat plan. Boost spent $28 million on measured media through October 2009, per Nielsen, which doesn't track online spending.
A single 30-second spot during the Feb. 7 Super Bowl telecast on CBS costs $2.5-3 million. Commercial slots were about 90 percent sold out as early as mid-November.