Mike Tyson has knocked out some of boxing’s biggest names. Now, he’s turned his attention to the dreaded mobile phone bill.
Boost Mobile enlisted the former heavyweight champion for its ‘What’s Your Plan?’ campaign, taking aim at the hidden fees, confusing fine print and surprise price hikes that can leave customers feeling like they’ve just taken a right hook to their bank accounts.
The campaign takes inspiration from Tyson’s famously blunt observation that everyone has a plan until they get punched in the mouth. Boost Mobile’s twist? Sometimes, that punch comes courtesy of your teleco provider. And unlike a Tyson uppercut, Boost Mobile has said there’s no need to see it coming to feel the damage.
The creative follows everyday consumers dealing with familiar frustrations, before Tyson appears to deliver a more physical wake-up call. Once the dust settles, he points them towards a better alternative with Boost Mobile.
The campaign plays on the absurdity of bringing one of the most formidable names in boxing into everyday consumer pains.
The spot brings the conversation back to a simple question: why put up with a mobile plan that keeps landing unexpected blows when there might be a better option?
Boost Mobile is promoting its $25-per-month unlimited plan, which is available at that price indefinitely, alongside its no-contract offering.
Developed by Boost Mobile’s in-house agency in collaboration with independent creative agency and production company Little Big Engine, the campaign put Tyson’s larger-than-life persona to work without ever putting him in the ring.
“Mike Tyson represents raw authenticity, resilience, and power, the exact energy we are bringing to the wireless industry. Our ‘What’s Your Plan?’ campaign is a promise that Boost Mobile will advocate for the customer, deliver unmatched value, and actively show up in the neighborhoods we serve. Boost Mobile is standing up for the everyday person and giving them a plan that fits their life,” said Boost Mobile group president Bob Rupczynski.
The campaign will run across the US from mid-October through December across TV, connected TV, social media, audio, digital, in-store and out-of-home. Boost Mobile has also sponsored the Mike Tyson Invitational on Oct. 24. Additional events are planned for 2027.
