"Celebrity Animals" - Cox Mobile

April 2023

Assignment: Apple’s New Product Introduction (NPI) poses a huge opportunity for mobile companies, which offer big savings on the new iPhone models to bring in new customers. In its first year as a mobile company, Cox Mobile asked us for a repeatable TV campaign they could use for NPI season, featuring their sheep mascot “Annie.”

Approach: My partner and I caught a trend in other NPI spots: most mobile companies brought in celebrities to announce their deals on the latest Apple product. At the time, Cox Mobile’s brand was geared toward being different, right down to their brand mascot: a sheep who doesn’t follow the flock.

So, we decided to take the traditional NPI spot and make it unique to Cox Mobile.

Reaction: Though our Cox clients loved our scripts, they ultimately thought Annie herself needed a bit more time to become cemented as the Cox Mobile mascot for the idea to land. For my entire tenure at FCB, my creative director would point to our insight on this project as a north star for our creative thinking.