Ad of the Day: Boost Mobile

The carrier tries to calm your nerves in this horror parody from 180LA

Boost Mobile wants you to feel safe.

The Sprint-owned mobile provider is out with a new spot that parodies the slit-your-throat thriller genre to peddle its "Shrinkage" plan—an option, the company claims, that will spare you any regularly scheduled terror your current, murderous phone statement may inflict upon you. Created by 180 Los Angeles, "Bill From Hell" sets a faux-ominous tone from the start, opening on a shadowy figure walking down a desolate street on a rainy night. Flaunting the stereotypical homicidal-maniac look—gaunt, with scraggly hair—he's oblivious to the downpour, and able to set a yapping dog whimpering with a withering stare. After breaking into an apartment building, he marches up the stairs and smashes his victim's front door into splinters in a state of rage. Then he tosses the cowering occupant a parcel. No machete. No boat hook. No blood-curdling scream. Just a fat package full of ulcer-inducing overage minutes.

"I'm so sick of fearing my monthly bills!" explains a thought bubble that pops up, credited as an actual tweet from @MRabin17. "We hear you," assures the voiceover, taking the opportunity to pitch you on the flat-rate monthly offering, which shrinks in cost with on-time payments. The spot is a well-executed personification of the commonplace anxiety caused by phone bills. Sure, the I Know What You Did Last Summer vibe is dated and cheesy, but the message is resonant enough. And as jarring as the inclusion of a tweet bubble in a TV spot feels, it gets the brand's point across.

So, switch to Boost, and next time someone tries to break down you door, at least you'll be sure it's not your mail that's out to kill you.


Client: Boost Mobile

Spot: "Bill From Hell"

Agency: 180 Los Angeles

Executive Creative Director: William Gelner

Creative Directors: Matt Elhardt, Gavin Lester

Copywriter: Dave Horton

Art Director: Matthew Woodhams-Roberts

Executive Producer, Managing Partner: Peter Cline

Senior Producer: Natasha Wellesley

Assistant Producer: Tina Diep

Group Account Director: Chad Bettor

Account Director: Jerico Cabaysa

Account Manager: Cassie Jackson

Planning Director: Martin Ramos


Production Company: Imperial Woodpecker

Director: Simon McQuoid

Director of Photography: Dion Beebe

Senior Executive Producer: Doug Halbert

Producer: Adam Cramer

Production Designer: Robb Buono

Stylist: Gretchen Patch

Casting Company: Alyson Horn Casting

Casting Director: Alyson Horn

Shoot Location: Los Angeles

Shoot Dates: Jan. 22-23


Editorial Company: Cut & Run

Editors: Steve Gandolfi, Isaac Chen

Executive Producer: Michelle Burke

Head of Broadcast: Christie Price

Completion, Special Effects

Colorist: Adam Scott

Transfer Facility: The Mill

Online, VFX: The Mill

VFX Supervisor: Phil Crowe

Flame Artist: Andy Bate

Executive Producer: Sue Troyan

VFX Producer: Tram Le

Recording, Mix

Recording Studio: Eleven Sound

Date: Jan. 31

Final Mix: Eleven Sound

Dates: Feb. 1-2

Mixer: Jeff Payne

Assisrtant Mixer: Ben Freer

Executive Producer: D.J. Fox-Engstrom


Music Company Elias Arts

Composers: Christopher Kemp, Dave Wittman

Creative Director: David Gold

Executive Producer: Ann Haugen

Sound Design

Sound Design Company: Elias Arts

Lead Sound Designer: Jay Nierenberg

Executive Producer: Ann Haugen


Director, Brand Marketing: Caralene Robinson

Senior Manager, Advertising: Peiti Feng

Advertising Manager: Arlin Morales

Creative Marketing Manager: Wally Fox

Senior Manager, Brand Marketing: Geraldine Morrison

Brand Marketing Manager: Marisa Schaeffer

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.