Cinco’ s ‘Listener’ Hears About Cricket

DALLAS Cinco’s first Spanish-language television spot for Cricket Communications promotes the wireless phone service as one of life’s simple and affordable pleasures.

The Hispanic agency in Irving, Texas, has been handling strategic and creative duties for the San Diego-based client since last March, according to Cinco’s vice president and managing director, Amber Gracia. Cartel Creativo in San Antonio previously handled work for Cricket. Butler, Shine & Stern in Sausalito, Calif., is responsible for media.

The 30-second spot, “The Listener,” opens with a man in a business suit walking down the street with his cell phone pressed to his ear. As he listens, he groans and kicks things in obvious frustration. As he walks into his building’s elevator, he suddenly shouts “Goal!” in unison with his friend, who has been giving him the play-by-play action from a soccer stadium. A voiceover then describes Cricket’s unlimited local calling plan for $29.99 per month. The spot ends with the tag, “Cricket: Habla con placer,” which translates to “Talks with pleasure.”

The “Habla con placer” national campaign, which broke last month, also includes radio spots and in-store collateral. Spending is undisclosed.