Every wireless brand wants you to follow. We built one around the moments you don't
Every carrier had 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 made her debut in front of the biggest audience of the year — Super Bowl LVII.
Beyond the broadcast, we owned Phoenix — placements around the stadium and across the city. And the moment 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. A run of post-launch spots, each one a small act of going her own way — without ever leaving the flock.
With Annie leading the way, one idea stayed consistent from start to finish: We’re Different Because You’re Different.
