"SmartLess Mobile is not a two-months-late April Fool's joke, but a real, honest-to-pod, low-cost, direct-to-consumer wireless brand."
"The vibe of the SmartLess campaign is a self-awareness about pitching itself as a new brand and the eye rolls that may induce."
Will Arnett, Jason Bateman, and Sean Hayes have launched SmartLess Mobile, a budget-friendly wireless brand, following their podcast's success with SiriusXM. The brand targets consumers who are paying for unused unlimited data, as most phone data is used over Wi-Fi. With the tagline, "Don't get OutSmarted. Get SmartLess," a launching campaign features the trio in humorous, self-aware spots reminiscent of Ryan Reynolds' advertising style. This move marks a growing trend of celebrity ownership in the wireless industry, following Reynolds' success with Mint Mobile.
Read at Fast Company
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