Actor Ted Danson, Consumer Cellular and ALTO Celebrate the Most Liberated People Alive

Consumer Cellular has named creative shop Alto as lead creative agency, following a competitive, internally-led pitch. The new campaign focuses on 55+-year-old consumers, a group who have typically been ignored, forgotten, and even mocked by advertisers. So, Alto and Consumer Cellular decided it was time to start doing something everyone else in America stopped: celebrating the endless freedoms of being older.

“When looking across the advertising landscape, we kept seeing a binary world of ‘youth’ or ‘old’ messaging and nothing in between. We kept wondering where all the 50-somethings were. This lack of representation creates a white space opportunity for us and is why we’re so excited about the potential for our ‘Freedom Calls’ campaign,” said Craig Lister, chief marketing officer at Consumer Cellular.

The idea is simple: the golden age is a phase of life we should all be looking forward to. They’re the most liberated group of people in the world. They answer to no one. They’re secure in their lifestyle. And most importantly, they have plenty of time to do what they love. “Freedom Calls” emphasizes and celebrates this truth, and these new spots are just the first step towards the brand’s goal to introduce a new, and more authentic, way to market to the older generation that’s blissfully free of kids, hard candies and most importantly - worries. 

“There’s a group of people out there that typically have been ignored, forgotten, and even mocked by advertisers. Freedom Calls isn’t here to ‘hey boomer’ anyone; it’s about changing perceptions and celebrating the vibrant, carefree life that comes with getting older,” said Hannes Ciatti, founder and chief creative officer at Alto. “This campaign speaks to people in a completely new way, true to the time we live in and the reality that 55 and onward are the best years we have. I mean, who wouldn’t want to focus on their pickleball career or take a lazy bike ride down their street without a care in the world? Sign me up.”

The voice of the campaign is one of the most aspirational figures of the 55+ demo, cultural icon Ted Danson. Ted has starred in Consumer Cellular spots before, but these will have a completely new look and feel. The campaign launches with three spots where Danson narrates specific moments of joy and life-change typical for the core audience, assuring viewers that Consumer Cellular is here to answer when freedom calls. 

“Instead of dreading getting older, people should be looking forward to it. We have everything young people want — confidence, friends, time, and really good anti-inflammatories. I’m so excited to launch a new campaign with Consumer Cellular, the wireless carrier dedicated to further liberating us from, well, wireless carriers during this magical time we find ourselves in. Because we answer to no one–we can power nap whenever we want,” said Ted Danson.

In “Brenda and Ryan,” a couple makes a pact to no longer be prisoners to a Wisconsin winter. Flying south, where the pickleball courts are eternally bright, they choose a new phone plan that has the same coverage at up to half the cost. Danson deadpans, “They may call us snowbirds,” with Brenda finishing, “but we’re phoenixes.”

In “Marcus,” a retiree makes a contract with himself. He will never again work for another man or woman, but especially Todd. He abandons his corporate phone plan to get his own – without contracts or sacrificing coverage. Riding his bicycle into the air, to freedom.

In “Issa,” a linksman quietly notes that his brother may think he’s a better golfer or more superior than he – but he’s not. Issa has switched his phone plan to Consumer Cellular and now has the same coverage for up to half the cost. While his brother may have mom’s dimples and dad’s business, Issa pays less for wireless and he is free. 

To make up for the woeful lack of photography showcasing how 55+ people actually live, the brand brought in an award-winning photographer to capture real people in groups and at events they participate in real life. The brand intends to offer this imagery to stock libraries to contribute to a more accurate perception of this audience. The work is now live with a significant media plan across TV, radio, print and social.