​Cricket Wireless keeps it real in new campaign

Determined as ever to emphasize the “People” in their tagline, “People who come to Cricket, stay with Cricket,” Cricket Wireless has amped up the customer testimonial approach they first introduced in their ad campaigns last August, employing new ways to make real Cricket users the faces of their advertising efforts. 

In their latest campaign, the wireless brand introduces a stage star, a startup founder and a tech-savvy digital nomad, all of whom sing different praises for Cricket as existing customers.

To mount the campaign, Cricket once again teamed with creative agency ARGONAUT, who brought the campaign spots to life, aided with the research and casting of customers and seamlessly incorporated Cricket’s animated characters into the spots.

Working with Cricket, ARGONAUT grounded its creative work in seeking out real, diverse users via a variety of sources, including a database in which Cricket customers could submit themselves for campaign consideration. The work was built from there, developing unique spots catered to the users’ personalities and professions. Christine, for example, depends on Cricket’s service backstage as a performer and director, while Michele, a startup founder of an app company, sums up Cricket in two words: reliable and affordable.

John, meanwhile, is a huge fan of Cricket’s 5G hotspot, which allows the founder and creative director of biotech design agency Orrbitt to run his business and lead his teams from anywhere, even a remote beach where he parks his RV, as shown in the campaign’s hero spot. As ever, with each campaign film, ARGONAUT finds inventive ways to integrate Cricket’s characters, whether they’re introducing the customers or interacting with them “on site.”

“Cricket Nation is such a diverse, vibrant and authentic community and we continue to draw a lot of inspiration from them,” said Hemant Anant Jain, Executive Creative Director, ARGONAUT. “The team at Cricket has always celebrated this and it continues to be a thrill to explore new and dynamic ways our characters and smile-worthy campaigns can come to life.”