Ad of the Day: Jason Alexander channels Costanza to tease Metro by T-Mobile in Visible ads

Alexander both acts and directs in the breaking response campaign, titled ‘The Truth About Yadas.’ In the two ads, two Metro marketing executives – one played by Alexander’s son, Gave Greenspan – try to sell the actor on participating in an ad campaign for Metro, which claims their wireless plans and pricing structures are fully transparent.

After a few questions, Alexander realizes that their plans do indeed include hidden details – and that’s why he’s decided to join Visible’s campaign, where the “yada, yada, yada” doesn’t exist.

The tagline might resonate with fans of the iconic sitcom, particularly the time Alexander’s character, Costanza, discussed “the yada yada” with Elaine.

“I’ve been associated with some memorable catchphrases in my career and ‘yada, yada’ is one of the biggest,” Alexander said. “People tend to ‘yada yada’ over important details. So, I’m delighted that Visible asked me to help call out those details that other mobile carriers add to their fees and pricing.”

As its new ads show, Visible isn’t afraid to go head-to-head with its competitor. According to the ad, Visible provides a singular $25 unlimited plan with no hidden fees and requirements. Meanwhile, Metro claims to sell straightforward wireless while glossing over hidden fees, requirements and offerings that are only available in select locations.

“Visible has nothing to hide,” said Angie Klein, president of Verizon Value. “When we see other brands claim they have no ‘yada, yada, yada’ – but we know they do – we have to call BS on their ‘BS-Free Promise.’ If you want real transparency, simplicity, and honesty from your wireless carrier, Visible is the only choice. And who better to help tell that story than Jason Alexander, someone who made ‘yada, yada, yada’ famous.”

The production was ideated and executed by Madwell. The spot goes live today across TV, online video, paid social and digital channels.

Cheryl Gresham, chief marketing officer of Verizon Value, added: “When we saw Metro’s campaign, our team and partners at Madwell knew we had to call out the hypocrisy. While some might mistake Jason Alexander for someone who’s ok to ‘yada, yada, yada’ over the fine print based on characters he’s played, Jason Alexander, the actor, is honest. And like Visible, he doesn’t take it lightly – making him the perfect spokesperson for the leader in transparent wireless.”

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.