Verizon's Visible eyes 'Schitt's Creek' star Dan Levy for ad campaign

Dive Brief:

Visible is touting its cellular service with a multichannel campaign starring Dan Levy, per an announcement. The "Unlimited Eyebrowsing" campaign includes five TV spots in which Levy highlights the "brow-sing" capabilities of the Verizon-backed carrier's flat-fee plans for unlimited data. The "Schitt's Creek" actor's eyebrows are one of his prominent features.
Visible's campaign includes the UnlimitedEyeBrowsing.com website that highlights content based on eyebrows, inviting visitors to use the carrier's unlimited data plan to surf the web. As part of the eyebrow theme, the site's features include a "browse with your brows" function that lets people navigate its pages by raising their eyebrows to a mobile screen.
Visible worked with creative agency Madwell on the campaign, which leverages humor to engage with consumers. Visible's all-digital wireless service runs on Verizon's 4G LTE Network nationwide.

Dive Insight:

Visible aims to reach budget-minded consumers with its off-beat "Unlimited Eyebrowsing" campaign starring actor Dan Levy, who's best known for his role in the sitcom "Schitt's Creek," which ended its six-season run earlier this year. The eyebrow theme is a playful nod to one of Levy's most notable facial features, and a sign that brands can inject humor into their campaigns after months of taking a more serious tone during the pandemic. By creating a website with quirky features like eyebrow-activated navigation and other content, Visible can engage consumers with the idea that its service offers unlimited browsing for a flat monthly fee.

Visible's campaign is another sign of how parent company Verizon is seeking to reach various segments of the wireless market, such as consumers who prefer prepaid plans that don't require an annual contract. As part of its effort to reach budget-minded consumers, Verizon's digital media platform Yahoo last month introduced its first self-branded smartphone. The Yahoo Mobile ZTE Blade A3Y connects to Verizon's cellular network as part of Yahoo Mobile's unlimited phone service, and offers features like the "watch together" service that lets people view video programming while having a free video chat with friends and family.

In addition to targeting budget-minded consumers, Verizon is urging mobile consumers to upgrade to its higher-speed 5G service by creating exclusive content for the next-generation smartphones. Among the recent efforts to showcase the benefits if 5G service, Verizon this month collaborated with social media company Snap on a virtual concert that was only visible on 5G smartphones. The musical performance featured a Bitmoji avatar of Black Pumas singer Eric Burton dancing and singing as part of a geotargeted augmented reality (AR) lens in photo-messaging app Snapchat.

As an official sponsor of the NFL, Verizon also has worked on campaigns to showcase football-related content for 5G customers. Those promotions include "5G SuperStadium" AR experience aimed at NFL fans who are unable to attend games in person. The activation let users of the NFL app see exclusive 5G content including "holomojis" of their favorite players.