Shifting gears, Cricket Wireless goes for the heart in Web film

Service provider sets up "LemonAid" stand to help people convert their woes into happiness

In a new touching spot, Cricket Wireless empowers people to destroy their "lemons" and transform them into lemonade. It’s a departure from the phone provider’s usual cartoony ads.  The phone provider partnered with creative agency Shareability to set up a physical "LemonAid" stand and gave out free lemonade to people who wrote their insecurities, grudges, fears and regrets on lemons. In the 3:41 spot, a girl who gets bullied smashes her lemon claiming she is a champion, a man reconnects over the phone with his sister and a deaf woman rejoices for her hearing aids. The spot is running on YouTube and Facebook. A behind-the-scenes video shows the making of the ad.

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