New commercials capture the vitality of the most liberated group of people and highlight the limitless possibilities that come with age
Consumer Cellular, the Most Awarded Brand for Wireless Customer Support among Value MVNOs by J.D. Power, is launching its new brand campaign, “Freedom Calls,” with creative that celebrates the 50+ age group who have been ignored and overlooked by advertisers in the past. “Freedom Calls” challenges the negative stereotypes about aging and shows that people in their 50s and older are vibrant and full of life.
Adding to the authenticity of the campaign is cultural icon Ted Danson, who is back for round two but with a completely fresh look and storytelling approach. The campaign launches with three spots where Danson narrates specific moments of joy and life-change typical for the core audience, assuring viewers that Consumer Cellular is here to answer when freedom calls.
The inspiration for “Freedom Calls” stemmed from the disconnect between the perception and reality of being 50+ in America. In fact, an AARP study revealed “seven in ten images of people over 50 depict them in isolated situations—often seated, alone, with a partner, or with a medical professional where they were the recipients of care.” The primary objective of this new campaign is to instead show an authentic depiction of this generation, showcasing their empowered lives where they answer to no one and enjoy unprecedented control over their time.
“When looking across the advertising landscape, we kept seeing a binary world of ‘youth’ or ‘old’ messaging and nothing in between. We kept wondering where all the 50-somethings were. This lack of representation creates a white space opportunity for us and is why we’re so excited about the potential for our ‘Freedom Calls’ campaign,” said Craig Lister, Chief Marketing Officer at Consumer Cellular. “Our goal with this new campaign is to show the vibrancy of our 50+ target market. We want our audience to see themselves in our work, and consider Consumer Cellular as the right wireless provider for them.”
To make up for the woeful lack of photography showcasing how 50+ people actually live, the brand sent a photojournalist photographer out to capture real groups of people in an authentic way. These are genuine, spontaneous moments, and not staged. They illustrate the swagger of this audience, unapologetically living their lives with freedom – a tone previously only reserved for young people by brands like Converse or Diesel. Following the campaign, the brand will donate this imagery to stock libraries to contribute to a more accurate perception of this audience.
As part of the campaign, Consumer Cellular has appointed Alto, a renowned creative agency, as the lead creative agency. Following a competitive, internally-led pitch, Alto was selected to spearhead the creation of the "Freedom Calls" campaign, bringing a fresh and authentic approach to marketing to an older generation.
The new commercial suite launches this month and will be followed by a series of :30 and :15 spots depicting Consumer Cellular’s 100% American-based call centers, which are always ready to answer when “Freedom Calls.” The campaign launches with a significant media plan across TV, radio, print and social with a further media push to follow later this year. In addition, Consumer Cellular is expanding its retail footprint in key locations including Texas, Florida, Missouri and Nevada bringing its award-winning service face-to-face with its core audience.
The “Freedom Calls” campaign can be viewed here. To learn more about Consumer Cellular, please visit ConsumerCellular.com.
About Consumer Cellular
Consumer Cellular is the top-rated wireless provider that provides cellphones and no-contract service plans primarily to those 50+. Founded over 25 years ago on the belief that everyone should have affordable access to the safety and convenience of cellular service, they have become well known for their 100% U.S. based, award-winning customer support. Consumer Cellular has been honored by J.D. Power as #1 in Customer Service among Value MVNOs, 14 Times in a Row, making it the Most Awarded Brand for Wireless Customer Support among Value MVNOs. Additionally, the company has been ranked on the Inc. 5000 list 12 times. The company has been an approved AARP Provider for over 14 years and offers AARP members exclusive discounts on service. The Scottsdale, AZ. based company is privately held with 2300 employees and utilizes the nation's largest voice and data networks, which cover 99 percent of the U.S. population. Consumer Cellular's wireless phones and plans are sold nationwide at leading retailers such as Target and Walmart, as well as directly to consumers at ConsumerCellular.com or (888) 345-5509. For J.D. Power 2022 Wireless Customer Care Mobile Virtual Network Operator Study award information, visit jdpower.com/awards. For cellphone tutorials, features, applications, and company news, connect with Consumer Cellular on Facebook, Twitter, and YouTube.
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