Brad Keselowski Reminds Americans of Their Buying Power

In the wake of the Silver Bowl, a cultural moment reminding America that 50+ consumers have massive buying power, CCI is back with their latest effort aimed at helping consumers save their hard-earned dollars. 

This new work is an extension of a highly-successful activation created last year where the brand worked with its NASCAR partner, RFK Racing, cutting one of the team’s cars in half, to show how CCI saves you money without sacrificing service. Consumer Cellular Inc (CCI)’s latest campaign kicks off the upcoming NASCAR season. 

Crafted in partnership with creative brand agency of record THE MAYOR, ‘NASCAR 2025’ includes two spots, “Presentation” and “Obsessed”, which take on the dry-wit humour of The Office if the show had a chainsaw-crazed, savings-obsessed professional racecar driver as a character.

The first spot, “Presentation”, shows NASCAR driver Brad Keselowski pitching his ingenious idea to cut his personal racing gear in half, really driving home the point that Consumer Cellular can cut your wireless bill down.

The spot titled “Obsessed” shows the outcome of Brad’s pitch (which spoiler alert: wasn’t widely accepted by his peers). Brad becomes infatuated with cutting everything at the RFK office - office gear, clothing, coveted award trophies, water jugs, even doors aren’t safe. As his coworkers are forced to get used to their new normal, Brad becomes the unsung hero of showing customers how to get out of their cruise-control mindset when it comes to their wireless bill. 

“When we entered NASCAR, we knew authenticity and fun were key to connecting with the fan base,” said Carter Nance, VP of brand at Consumer Cellular. “The Half Car is a memorable symbol of savings, and these new spots continue to showcase Consumer Cellular as the perfect alternative to Big Wireless. We’ll be launching more fan-focused products and activations that harken back to NASCAR’s golden era, including a #6 flip phone - that you can only get from Consumer Cellular."

"We had a lot of fun taking the roof off of my Consumer Cellular #6 last year – and now we’ve taken this whole cutting thing to a new level with office supplies, trophies and even racing suits. It was such a pleasure to partner again with Consumer Cellular and educate people on how they can cut their wireless bill. The reality is millions of Americans are on cruise control on expensive Big Wireless plans when they don’t need to be – and I am here for anything that helps everyday Americans and my fans save money.” said Brad Keselowski.

The campaign speaks to a consumer insight about wireless service where too many customers are currently in ‘carrier cruise control’, paying too much because they have it on a ‘set it and forget it’ mindset. It’s time to break them out of this rut. While the funny campaign hits all the marks of entertainment, it also excels at seamlessly merging CCI’s product benefit into NASCAR culture and fandom. This integration for a sponsorship campaign surpasses traditional product placement that many fans, and consumers at large, are used to seeing. 

Both spots launched nationally on February 16th across TV, socials, influencer kits, product and OOH. On products, the #6 Flip Phone brought to life by CCI will be available starting February 25th and will be marketed through multiple channels including on Brad’s car. 

“We saw on social that NASCAR fans loved our use of humor last year and wanted more,” said Tom Hamling, founder and CCO of THE MAYOR. “So, we pushed Brad to further develop this larger-than-life character who’s obsessed with cutting things like Consumer Cellular cuts cell phone bills. He makes this campaign stand out in a sea of commercials featuring roaring engines and fast-paced race action.”

THE MAYOR has worked in partnership with CCI since early 2024 to support the brand in their mission to be the most beloved wireless company in the nation.