If your central advertising message is about saving people money, it can’t hurt to demonstrate cost-cutting measures around the ads themselves. That was Cossette’s amusing approach in a new campaign for Public Mobile, the Canadian prepaid wireless brand.
“We do wireless differently—no stores, no call centers, no overages, simple and straightforward plans, and loyalty rewards to earn even more savings,” says David MacLean, head of Public Mobile.
The conceit was adapted across various media, starting with OOH with just a single billboard in downtown Toronto. “This is our only billboard. We need it to say a lot,” the headline reads, followed by long copy explaining Public Mobile’s benefits.
The campaign theme is, “Less for Less” and the billboard was supported by public transport ads and billposters.
The brand also trimmed its budget for commercials and decided to run only the audition tapes of actors acting out scenes from the scripted ads, from paragliding to rock climbing. The actors weren’t in on the gag—they really thought they were auditioning for bigger-budget spots. You can watch the audition spots below.