Every carrier treats you like sheep.
Meet Annie who doesn’t act like one.
Wireless was all the same plan and the same pitch. We built ours around the people who didn’t want either. Annie became the face of it. She loves the flock. She just goes her own way sometimes.
We didn’t ease Annie in. She debuted at Super Bowl LVII, in front of the biggest audience of the year.
Beyond the broadcast, we took over the streets of Phoenix. When Rihanna played “Umbrella” at halftime, we answered in real time: you can stand under ours. Coverage, right on cue.
Then we let Annie be Annie. More spots, each one a small act of going her own way. Even the origin story of how she got her tattoo. Never far from the flock.
One sheep. One Super Bowl. Every Cox market. All saying the same thing: We’re Different Because You’re Different.
