Switching phone carriers shouldn’t feel like running through a defensive line. WorkInProgress from Boulder figured this out when they created Boost Mobile’s latest campaign, highlighting the brand’s new Store-to-Door service. The 30-second spot, “Football Practice,” follows the usual, good-natured Boost Mobile team as they venture beyond their usual setting to support a colleague delivering and setting up a customer’s new iPhone 17 Pro right on the sidelines of a football practice.
The human hassle factor
For most people, switching carriers ranks somewhere between going to the DMV and assembling IKEA furniture. It’s time-consuming, inconvenient and often anxiety-inducing. WorkInProgress understood this pain point and built the entire creative approach around making that transition feel seamless, rather than stressful.
The new Store-to-Door service eliminates the traditional hassle by having Boost Mobile experts handle both delivery and setup when customers purchase premium 5G devices, such as the iPhone 17 lineup. No additional cost, no extra trips to the store, no fumbling through setup instructions alone.
“We know switching phone carriers can feel like a hassle,” says Matt Talbot, Co-founder and Chief Creative Officer at WorkInProgress. “With this new work, we’re introducing Boost Mobile’s new expert delivery service that makes it convenient, leveraging the brand’s comedic tone and our unique cast of characters.”
The spot will run through the end of the year on CTV, OLV, and paid social. The spot aligns with football season and the iPhone 17 availability, but the real focus remains on solving a genuine customer problem rather than just riding seasonal trends.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
