Boost Mobile rips with Anthem 2.0 TV campaign

November 27, 2007

Jermaine Dupri, Young Jeezy and Mickey Avalon are featured in Anthem 2.0

Boost Mobile LLC, a leading wireless carrier for consumers under 25 and a wholly-owned division of Sprint Nextel Corp., debuted the next phase of its “Anthem” television branding campaign.

Titled “Anthem 2.0,” the effort features music artists Jermaine Dupri, Young Jeezy and Mickey Avalon. The spot, which features an original track produced by Mr. Dupri with vocals from all three artists, began airing Nov. 26 on MTV, BET, ESPN, Comedy Central and other youth-oriented national cable networks.
 
The campaign also features Boost Mobile’s latest pay-as-you-go handset, the Motorola i425. Boost Mobile has more than 4.5 million young customers using its pay-as-you-go mobile phones and services.

Music video and film director Chris Robinson directed the first Boost Mobile Anthem campaign in 2004. He handled this follow-up effort, too.

Mr. Robinson in 2004 directed Kanye West, Ludacris and The Game in Boost Mobile’s original Anthem commercial where the artists used the Boost Walkie-Talkie service to show off their lyrical skills.

For the Anthem 2.0 campaign, Mr. Robinson uses 2D and 3D animation to highlight the growing collaboration between the hip-hop industry and the motion graphics industry.
In this campaign, each artist represents “levels” or “stages” of success.

For example, Mr. Dupri is at the top of his game, a superstar producer, artist and executive in the music business. Multi-platinum artist Young Jeezy is steadily building his entertainment empire with the addition of his apparel line. And Mr. Avalon is the newcomer on the brink of superstardom.