The Challenge: The industry belief is that it’s difficult to switch phone carriers. So, Verizon needed a way to show how easy it is to switch to the best network in America. Not only did we need loyal Verizon customers, we needed to recruit talent who have partnered with Verizon competitors, and let them show their natural switch-over journey. Shots fired.
The Answer: We challenged the category myth head-on by making the switch feel unmistakably human, effortless, and a little provocative. Instead of polished ad reads, we leaned into lo-fi, creator-led storytelling rooted in humor that was targeted toward real purchasing-power audiences (millennials and up). We intentionally recruited creators who had existing relationships with competitor networks and gave them creative autonomy within clear guardrails, do’s, don’ts, and a shared objective – inviting them to pitch concepts that captured their actual switching experience. Our role was to shape, sharpen, and land those ideas without sanding off their natural style. The result? Credible “shots fired” moments that highlighted the belief shift: switching isn’t hard when you’re moving to the best network. We created this shift through culture-forward voices that felt organic, entertaining, and impossible to ignore.
Who did we work with? We tapped a stacked roster of highly relevant creators: Jake Jonez, Jordan Howlett, Zarna Garg, Henry Smith, Caleb Pressley, Jayla Henry, Da’Ana Williamson, Ayan Broomfield, La Familia Gomes, and Silvana Valdez.
Due to the outsized success, Verizon has opted to run a part two of the Switch Over campaign, which is currently in casting.
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