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TECH WEEK: A rare Boost Mobile FAIL in the ad game



Boost normally does solid ads when it comes to Hip-Hop. This however was just average. It actually kinda sucked. Why does it suck? Two words, Mickey Avalon. When the ad opens up you get a bangin' beat by Jermaine Dupri, he flows a bit. Then you see Young Jeezy flow (who was just coming up so it made him look extra large). Then they force fed Mickey Avalon into the ad and it was just funny.

Don't get me wrong, I'm not anti-Mickey. I'm just anti-Mickey in this ad. He is not connected to the Hip-Hop demographic. To close the ad with an outta place White guy just so you don't make your ad "too Black" is never a good mood. Not to mention there are so many White rappers and athletes that could have been used. We're not even going to mention Eminem ('cause its so obvious). But I'm thinking Ill Bill, Cage, MC Serch, Okwerdz, Copywrite, Everlast, Slaine- I could go on.

The "urban" lifestyle lover, can see far beyond race. But you can't play aroudn with race to try an make your brand appear authentically urban. Its not as much about Black and White as it is, "do they fit naturally into the landscape"? Mikey Avalon did not fit. The good thing is, Boost Mobile has enough good stuff in the bank with the "urban demographic" that it never really hurt them. They just went on to ads with more effective cultural connections.

-Beyond Urban Branding

beyondurban@gmail.com

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