Republic Wireless and The VIA Agency Shake Up Smartphone Market With Launch of Debut National Campaign

Jul 12, 2013, 14:28 ET from The VIA Agency

PORTLAND, Maine, July 12, 2013 /PRNewswire/ -- Republic Wireless and The VIA Agency are unveiling the first national integrated campaign for the challenger brand, launching this week, with the aim of shaking up the wireless market. Republic Wireless is hoping to build wide consumer awareness for its unparalleled offering -- $19 a month for unlimited data, talk and text with no contract -- through its first extensive marketing endeavor. 

"Positioning a disruptive product in a crowded industry like telecommunications is an exciting prospect, so we chose to take a humorous approach that appeals to a cross section of potential customers," said VIA President Leeann Leahy. "Our new brand spokesperson, H. Bud Chadwickson, is a true southern gentleman whose flair for facts really highlights Republic Wireless's offering: remarkable value."

The entertaining campaign centers on H. Bud, a southern gentlemen with a quirky affinity for facts (played by improv actor Matt Ballard), and his trusty side-kick Giles (actor Paul Wielunski). The campaign spots were directed by College Humor's Josh Ruben and Vincent Peone whose best known work "Mitt Romney Style" – a Gangnam Style parody – registered almost 50 million views on YouTube.

"People complain about their cell phones so much in life, but they are rarely spurred to action," said Greg Smith, VIA's Chief Creative Officer. "We're hoping the fun spirit of this campaign will grab people's attention and change the game a bit."

H. Bud's presence as Republic Wireless's new brand ambassador extends broadly online, with consumers invited to check out his Twitter account; Facebook and LinkedIn pages; SlideShare; and even challenge him to a game of Words With Friends. The traditional media buy will include a four week run of the :60 spot on networks including TBS, TNT, USA, Fox News, and Comedy Central. Additional digital elements include video banner ads on sites such as, and

The VIA Agency is an independent full-service marketing, advertising and digital agency that helps clients solve their most difficult marketing problems via creativity and innovation. Founded in 1993, the Portland, Maine-based VIA Agency offers a fresh perspective and distinguished record of creating the right ideas for clients and a legacy of reinvigorating brands. Named by Advertising Age and Creativity as 2011 Small Agency of the Year, the VIA Agency attracts national talent and blue-chip brands, and counts Unilever, Perdue Farms, Republic Wireless, Welch's, Sam's Club, People's United Bank, DuPont and Samsung among its clients. To learn more about the VIA Agency and its thought leaders please visit our website.