This is the new creative campaign launching today from Cricket Wireless and ARGONAUT. Cricket Wireless is leaning into the nostalgic (and often awkward) charm of ’80s VHS dating videos to promote their $35/month unlimited single line in a new campaign built around actual 35 and Singles.
The series, called 35 & Single, features three singles—Blaine, Randy, and Denise—sharing their interests and what they’re looking for, all while playfully tying back to the simple, low-cost plan. It’s designed to be entertainment first, hitting the sweet spot between advertising and content that audiences actually enjoy and want to share.
The key to the concept is the contrast: pairing the dated, over-the-top VHS format with super-relatable, modern dating truths (The “so… what are we?” energy has just moved from tape to Hinge). This self-aware approach is intended to spark humor, nostalgia, and that “this is literally me” feeling that drives shares on social platforms like Instagram and TikTok.
The spots are peppered with relatable lines: “Why did I get a single line at Cricket for 35 bucks?” Denise says. “Let’s just say my ex decided to join a family plan…with someone else.”
Why it matters from a creative strategy angle:
The goal is to connect with high-value “single-line” customers. As Hemant Anant Jain, ARGONAUTs Head of Creative, put it, “The challenge for brands is finding smart ways to seamlessly integrate the product into the message. The idea behind 35 and Single was such a simple one, it gave us a lot of room to explore creatively and strike the right balance.”
“What’s amazing is how relatable the awkwardness of ’80s dating videos is to dating apps today. We wanted to capture that fun, timeless energy,” says Liz Bodero, Lead Manager, Social Media, Cricket Wireless. “This series encapsulates what Cricket is all about: connection, personality, and giving people a reason to smile.”
