Description
If you’ve turned on network or cable TV in the last few months, you’ve likely witnessed the ongoing Clash of the Carriers between AT&T and T-Mobile. The two brands have been lobbing a steady stream of confusing, convoluted ads at one another — staged on dusty dirt roads — all in service of a familiar, cliche contest: comparing whose network is bigger.
But judging by the lawsuit filed between the companies, the only thing the dirt has been good for is something they can drag one another through.
In an era when nationwide coverage should be a given, smart consumers know these campaigns are just a distraction from what really matters: great coverage at low prices, backed-up by industry-leading customer service.
Consumer Cellular launched a very different kind of salvo with a Super Bowl spot this past Sunday that shifts the focus away from coverage chest-thumping and toward service — the thing customers interact with long after the signal bars fade from view. To make the point, they also found a nice dirt road to shoot the aptly titled, “Dirt Road” on, just so everyone would know they’re watching a wireless carrier spot.
The difference is who’s doing the talking. Rather than a celebrity or a scripted pitchman, they asked a conveniently named real store manager, Rhine Reynolds, to explain why Consumer Cellular stands out. More on Mr. Reynolds coming soon.
“The category is locked in a loud argument about coverage, which should be table stakes at this point," says Tom Hamling, Founder and CCO of THE MAYOR. "We’re using something already being talked about in culture and hijacked it to talk about what we do best - not with a celebrity pitchman, but with a real life store manager.”
Crafted in partnership with creative AOR THE MAYOR, “Dirt Road” ran nationally… if you generously define “national” as everywhere that includes Boise.
“While the industry is focused on network size, we’re focused on the customer experience," says Carter Nance, VP of Brand at Consumer Cellular. "Great service doesn’t come from apps, bots, or celebrity endorsements — it comes from real people like Rhine who show up for customers every day. Big Wireless can’t match our human-first service or unlimited plans for just $35 a month.”
This professional campaign titled 'Dirt Road' was published in United States in February, 2026. It was created for the brand: Consumer Cellular, by ad agency: THE MAYOR. This Film medium campaign is related to the Electronic Devices industry and contains 1 media asset. It was submitted 6 minutes ago.
