Mobile Brand PureTalk Campaign Champions American Values

Independent full-service agency St. John has launched new work for wireless brand PureTalk, president/COO Jeff McCurry announced. The agency’s production arm, Nectar Studios, collaborated on the campaign.

The objective is to encourage people to switch to PureTalk, which is a veteran-owned, 100%-American-based wireless provider that uniquely shares and reinforces the target’s hard-working, American values. The ads began running nationally on January 15th on broadcast TV, OTT/CTV and social media.

“This is a call to all my fellow Americans,” says a man sitting on the tailgate of a large, American-made pickup truck in the 60-second spot. “The stand-up, fired-up, and will-not-let-up Americans.” Images are of builders, welders and farmers. As flags fly and babies are kissed, we’re told that PureTalk is a wireless company that champions these American values - one that will “give you a voice along with unlimited talk, text and data for only $20 a month.”

The campaign comprises one :60, one :30, and one :15 spot along with 12 videos for social media. Campaign photography will be used on the website, social media, OOH and digital display.

“The client came to us with a very specific brief, an understanding of their audience and the desire for work that effectively married the brand and retail messaging,” added McCurry.

The agency is continuing their work in the telecom category. It previously worked with Clear and Total Wireless.

St. John won the assignment in October 2023.