Mint Mobile - Not Ryan Reynolds

Mint Mobile is successful for one reason; its affordable, efficient, and easy to plan a budget around. It's perfect for the young, diverse body of the United States that saves in smart ways and works the odd, but wonderful jobs we often never see. Their target audience is absolutely not Ryan Reynolds.

In pursuit of this, the goal of this campaign is to establish exactly that; you are NOT Ryan Reynolds. With his reputation and the brand's witty, but refined tone, this kind of approach aligns with their style for a 180 in terms of message while maintaining their most valuable asset in advertising.