Ryan Reynolds knows that cable does not bring anyone joy. So for Mint Mobile’s expansion into the home internet market, he’s turning to an expert in the topic: Marie Kondo.
Reynolds has long leveraged his extensive marketing expertise to promote Mint, which sold to T-Mobile in 2023 (Reynolds starred in a spot alongside “Tilly Norwood” last fall, the real person, not the AI “actor), and the latest installment, which is being released Tuesday morning, sees Reynolds and Kondo (of Netflix fame) touting Mint Mobile’s new $45 bundle, which includes both home internet and wireless services.
“it’s time to say goodbye to big cable bills,” as the words “Big Cable Bills = Joy?” appear on the screen, before the first half of that equation is crossed out.
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“Big Cable has had a pretty good run charging people whatever they want and calling it a promotion,” said Scott Venuti, general manager of home MINTernet at Mint Mobile. “We figured it was time to offer something radically different, like one clear price that doesn’t slowly morph into something horrifying.”
The deal also includes a five-year no bill creep guarantee (there’s no joy in bill creep either). But the spot also underscores Mint’s (and Reynolds’) approach to making connectivity fun again.
“Cable companies have mastered the art of making simple things complicated and expensive,” Venuti adds. “We’ve mastered the art of doing the opposite. And occasionally making jokes about it.”
