The Drum Awards for Marketing - Extended Deadline

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Agency: Argonaut
Date: Nov 2017
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“The Gift of Coverage,” which is a new live action format that playfully shows how Cricket covers 99 percent of Americans. Argonaut developed the campaign featuring a family fully covered in Cricket-branded holiday wrapping paper.

The spots begin with a familiar soundtrack and set dressing, then hits the audience with with the surprising visual gag of a family dressed in gift wrap. Multiple spots were directed by Caviar’s well known Jorma Taccone (featured in "Hot Rod" and “PopStar: Never Stop Never Stopping”).

The videos will first run online in paid and earned social channels. The work will be supplemented by digital advertising that is intended to build familiarity with Cricket’s strong network and drive traffic to retail. The hero spot is called “Not Enough Coverage” and sets up the joke for the rest of the spots, which can be found here.

Credits

Agency: Argonaut, SF

Client: Cricket Wireless