Sprint's Prepay brand, Boost Mobile, is reintroducing its former "Where You At?" advertising branding in order to help consumers "pursue their passions and an Unlimited Life." Boost Mobile's new advertising, under the title of "We Are Where You At," will feature a blend of music, arts, sports and high dance and is being launched today on television with a new commercial called "Proud Sponsor of an Unlimited World." The commercial includes Desiigner, the hip-hop artist known for "Panda." Desiigner will be joined by Panama Los Rakas, the Latin-urban music duo, Skateboarder Terry Kennedy, also the first athlete to appear in a Boost Mobile commercial. Dancer Monica Douglas and street artist DJ Agana round out the big names featuring in the commercial. Boost Mobile's campaign highlights a number of people following their own passions and work from skateboarding to dance to street art. The commercial will play in 15 and 30 second, English and Spanish versions and will be joined by other forms of advertising as part of a wider campaign. The commercials will also be used to highlight the Samsung Galaxy S7 using the new Boost plan.
Boost Mobile are using the new commercial and "Where You At?" tagline to celebrate their new unlimited offer, which has been designed to be much simpler for customers to understand. The offer, which is called Unlimited Unhook'd, includes unlimited talk, text, nationwide 4G LTE data and optimized streaming for videos, games and music. The first line costs $50 a month with lines two through five costing an additional $30 per line. Unlimited Unhook'd itself follows what may become something of an industry standard by offering customers unlimited, subject to the small print at least, content on their smartphone for one low regular cost. In the case of Boost Mobile's small print, the carrier offers optimized video streaming at up to 480p+ resolution, music at up to 500 kbps and cloud gaming at up to 2 mbps, but these technologies are subject to Boost Mobile's data deprioritization in congested areas with high data demand.
Boost Mobile's president, Jim Hyde, on the subject of the new Unlimited Unhook'd plan explained: "We believe our customers can do anything they set their hearts to… We're thrilled to invite the world into our Unlimited way of life." Boost Mobile first used the "Where You At?" line in 2004 with Kayne West, Ludacris and The Game. The new 2016 commercial features the same director of photography who worked on the original commercial, Crash (aka Karsten Gopinath).