
One of my favorite commercials on television right now is the Wind Mobile campaign in Canada. It depicts a hot dog cart vendor selling hot dogs to passers-by, loudly proclaiming that the hot dogs are only a dollar.
However, as soon as someone comes to buy one, he tells them that the hot dog is five dollars or more. That’s because the bun is an extra dollar, condiments are an extra dollar, napkins are extra, and they have to pay a preparation fee and a convenience fee. Wind is saying that other Canadian wireless carriers nickel-and-dime their customers in the much the same way.
By contrast, Wind Mobile does not charge any additional fees and it doesn’t not require a contract. The message really hits home when the hot dog vendor proclaims that if he were to advertise the hot dogs at the “real” price, no one would buy them. That’s just like the “promotional” prices that telecommunications companies use to “hook” potential customers.
The commercial looks low budget and it was a relatively simple concept, but I found that it was really effective in expressing Wind Mobile’s target message. It goes to show you that the best commercials aren’t necessarily the flashiest or most expensive ones.




