Verizon hopes to catch your attention by talking about a few simple things.
The telecommunications giant plans to eliminate activation and upgrade fees for customers who have already paid for phone service as part of a new “Simplicity Plan,” and to offer a new promotions that include a return on dollars spent as well as prizes and rewards. To get the word out, Verizon has reunited the cast of the popular “Austin Powers” movies, including Mike Myers as Dr. Evil, to star in a new marketing campaign, as well as the cast of the original telenovela “Yo Soy Betty, la Fea” — the original “Ugly Betty” — for a Spanish-language effort.
“We felt like we really needed to break out of this mold and break out of historical behaviors within the industry,” says Leslie Berland, Verizon’s chief marketing officer, during a recent interview. “We know that people were frustrated by device upgrade and activation fees. It’s a time when they are excited to get a new phone, and we wanted to remove the friction from that.”
In the new campaign involving the “Austin Powers” cast, Dr. Evil reunites his associates, played by Rob Lowe, Seth Green and Mindy Sterling, to launch “Menace Mobile,” which will feature “the most confusing pricing plans of all time.” The “Ugly Betty” campaign features Ana Maria Orozco, Jorge Enrique Abello and Lorna Cepeda discussing how Verizon makes things easier for customers.
With so much work being done to devise a new consumer plan, it’s little wonder that Verizon is working hard to ensure it all gets noticed.
The campaigns are “not only bold, but really comedic,” says Berland, and may rely on nostalgia for popular figures from movies and TV, but are crafted to draw big audiences to their messages.
Key to both campaigns is the interest of the actors and creators involved, she says. “It’s always important, for us, for the talent and the artists and the writers and directors to feel as excited as we are,” she says. If there were any hesitation, neither of these programs and campaigns would have come to life.”
Myers is known to get intimately involved in commercials that involve the “Powers” characters, as he did when General Motors tapped the crew to promote electric vehicles in a Super Bowl spot in 2022.
“Any time I get to be Dr. Evil is a fun time. Especially when I get to play with that incredibly talented cast,: Myers says in a statement provided by email. “Verizon brought a really clever approach to launching the Simplicity Plan. It turns out, putting a stop to complicated phone plans is the one thing Dr. Evil’s crew can actually agree on.”
Verizon will run both commercials over the next two to three months, says Berland. Both the “Menace Mobile” campaign and “Betty la fea” campaigns kick off Tuesday.,. making appearances in front of crowds tuning in to the FIFA World Cup. The English-language effort will appear across Fox and Telemundo, along with properties owned by Disney and Paramount. The commercial will also stream on Netflix, YouTube and Roku, via radio and in movie theaters, along with out of home appearances in New York, Los Angeles, Miami and Seattle. The Spanish-language campaign is poised to surface on Telemundo, Futbol de Primera, Univision, YouTube, Roku and Hulu.
Many companies might simply rely on an English campaign to reach its audience, but Berland says the Spanish-language campaign is of equal importance. Spanish-speaking consumers are a critical priority for us,” she says. These customers “want to feel seen.” And Verizon wants to be heard.
