Boost Mobile in Irvine launched a “We Are Where You At” marketing campaign that “celebrates consumers pursuing their passions.”
The effort includes 30-second TV spot “Proud Sponsor of an Unlimited World,” featuring skateboarder Terry Kennedy, hip-hop musician Desiigner, DJ and graffiti artist Agana, and professional dancer Monica Douglas as they follow “their unique passions and work.” The voiceover was done by hip-hop star Brad “Scarface” Jordan.
“We believe our customers can do anything they set their hearts to,” President Jim Hyde said in a statement. “Their ability to tackle any goal or passion they’re interested in, coupled with our new limitless no-contract wireless plan, is the inspiration for this exciting new campaign.”
The TV spot will air in English and Spanish on Univision, BET, MTV and Telemundo, among others. The campaign, developed and produced by ChopShop in Newport Beach, also includes out-of-home and digital advertising.
“‘We Are Where You At’ is a way to celebrate the culture and community of Boost Mobile’s customers,” said ChopShop Chief Creative Officer Zach Lyons. “We brought in [Karsten Gopinath], the director of photography who filmed Kanye West, Ludacris and The Game in Boost Mobile’s original ‘Where You At?’ anthem commercial in 2004 to co-direct the new spots and return the brand to form in the most authentic fashion.”
Taco Brasileiro
Taco Bell Corp. in Irvine last month entered Brazil via franchisee Grupo Sforza Holding in Campinas near São Paulo. The effort is part of the fast-food chain’s global growth strategy to open 1,000 restaurants around the world by 2022, adding to the more than 300 it now has in 26 countries.
Sforza, founded by Carlos Martins, plans to open four more locations in São Paulo by the end of the year and 25 more by 2019.
“Brazil is a natural step forward as we continue to expand globally and bring our craveable, Mexican-inspired food to the world,” Taco Bell International President Melissa Lora said in a statement. “Sforza is an amazing franchisee who is great at operating consumer focused businesses and Carlos Martins has a track record of growth plus the vision and resources to grow with us.”
The first Brazilian Taco Bell restaurant, located in Brascan Mall in Sao Paulo, features an “open kitchen layout that showcases 100% Brazilian-sourced ingredients,” free Wi-Fi and charging stations. The restaurant, along with the Crunchy Taco, Burrito Supreme and Crunchwraps, also serves Anheuser-Busch InBev’s Brahma beer.
Revvin’ Up the Rams
Hyundai Motor America in Fountain Valley added the Los Angeles Rams to the roster of National Football League teams it sponsors, a lineup that includes the Arizona Cardinals, Houston Texans, Minnesota Vikings, Pittsburgh Steelers and Miami Dolphins.
The automaker, which also holds the official car of the NFL designation, has a vehicle display inside Los Angeles Memorial Coliseum. It advertises on the “Coach Fisher Show” that airs Saturday evenings on KCBS and runs radio spots during the Rams’ English- and Spanish-language broadcasts of home and away games.
“Being based in Southern California, Hyundai shares the excitement with the community and NFL fans as the Rams open their first season back in Los Angeles,” Trea Reedy, senior group manager of experiential marketing, said in a statement. “As an official NFL sponsor we are ecstatic to align our brand with the energy and excitement of the NFL’s return to the country’s second largest market.”
Hyundai also said it will continue its title sponsorship of the Hyundai Sun Bowl in El Paso, Texas. The second oldest college football bowl game in the country, scheduled for Dec. 30, matches teams from the Atlantic Coast Conference and Pac-12 conferences.
