Straight Talk has held its price the same since 2009. Every other wireless carrier raises theirs and calls it progress. We called it out with a simple truth that nobody in the category had the nerve to say out loud and we built a character around it to say it. Mack. A simple man in a classic pickup truck with a gift for no-nonsense wisdom, became the face and voice of the brand.
Then we brought that honesty into social, where we act out what other wireless companies do (and we don’t) as company policy.
"Pick-up Truck Wisdom” Radio
Role: Senior Copywriter / ACD
Agency: Deutsch