Boost Mobile debuts multichannel campaign

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Boost Mobile, the prepaid division of Sprint Nextel, is debuting a new campaign to promote its mobile phone services.

The campaign, which includes TV, online, radio and mobile billboards, is centered around the "Unwronged" commercials featuring car racer Danica Patrick. The commercial, which is airing on May 24, during the Indianapolis 500 on ABC, has Patrick arguing for the benefits of a monthly unlimited service on pay-as-you-go phones and criticizing Boost competitors.

The creative is aimed at supporting a new $50 a month, "Monthly" Unlimited' offering from Boost. The commercial features the Motorola Clutch i465, Boost Mobile's first phone with a computer keypad. The creative was developed by Boost's advertising agency of record, 180LA.

The TV spots will begin airing May 24 on nine networks and cable TV stations, including ABC, Versus and ESPN. The campaign also will be featured in cinema advertising beginning June 17.

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