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Team One Continues Rapping for Boost

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LOS ANGELES Building on previous ads that included the tunes of rap artist Fabolous, Boost Mobile today breaks new TV work that features not only the rapper's music, but also the artist himself.

Two 30-second TV spots from Boost agency Team One in El Segundo, Calif., continue to showcase senior citizens who engage in youthful activities and speech. Both spots use humor to demonstrate Boost 2Way, the company's walkie-talkie feature.

One execution has an elderly African American woman who has lost her friend after the Fabolous show. She uses her Boost phone to contact the friend, who is inside a limo with Fabolous and says she is "Getting my freak on." Outside of the car, elderly fans peer eagerly inside the vehicle.

The other spot shows an older Chinese man who is preparing for an illegal street race after a friend used his Boost phone to challenge him. Suddenly, police choppers are heard overhead. As the man screams, "Five-o, five-o," a crowd of people using wheelchairs and walkers slowly disperses.

The Irvine, Calif.-based client, which is a division of Nextel, said it is continuing to feature Fabolous because there is overlap between its young demographic and Fab's fans. In addition, Boost received positive feedback from its first ads, which launched in September, and wanted to continue the brand association.

"Our target market finds this really funny," said client media director Mark Fewell. "We like to present something that is a little irreverent and different."

The new spots were launched because Boost is "trying to keep it fresh and innovative," said Fewell.

Campaign spending was undisclosed. Boost spent nearly $2 million on ads from the time it launched in September through the end of 2002, according to Nielsen Monitor-Plus.

The new TV spots are playing in Los Angeles, Las Vegas, Sacramento, Calif., San Diego and San Francisco on networks such as ABC, NBC, WB, BET and MTV. While Boost is continuing to consider national expansion, there are no definite plans at this stage, Fewell said.