Boost Mobile has always made funny, creative ads with Hip-Hop themes. This, was possibly one of their best moments. They got Kanye West, The Game and Ludacris to do the Boost Mobile Anthem. This knocked, straight up! Again, sometimes to make your brand work well, just let the artists do their thing.
I don't know anybody who didn't want one of these phones after this dropped. By linking the essence of the South, The West and the Mid West- they really made a winner.
-Beyond Urban Branding