Effective Living

Summary. The U.S. Cellular Belief Project sounds similar (in name) to the Pepsi Refresh Project, but the focus of the Belief Project is to bring about innovation and change within the world of mobile phone service plans.

As U.S. Cellular researches and develops ways to provide better service, the practices and policies they develop will likely be adopted by other carriers — benefitting everyone.

Video. In their advertising campaign, U.S. Cellular has created some attractive short videos to promote the Belief Project. Each video focuses on a shortcoming of traditional cellular phone service, and shows what U.S. Cellular is doing to make things better.

One of the videos is about a phone replacement program. In the video, a taxi driver is interviewed in a style that is similar to a documentary. His license plate and the name of the taxi company are made hazy and unreadable — something commonly seen in documentaries, but rarely in advertising when you are creating the entire scene.

Part-way through the video, a customer gets into the taxi and the driver says he needs to go. The scene is scripted and recorded in a way to make the viewer think this is an authentic spontaneous interaction with a taxi driver in a big city. The video is below.

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