MIKE TYSON DELIVERS A WIRELESS WAKE-UP CALL IN NEW BOOST MOBILE CAMPAIGN

Created With Production Partner Little Big Engine, “What’s Your Plan?” Turns Tyson’s Infamous Quote Into a Comedic Challenge to Rethink Your Wireless Plan

Boost Mobile puts boxing legend Mike Tyson at the centre of its new national campaign, “What’s Your Plan?,” using his unmistakable presence and a literal take on his famous quote to turn everyday wireless frustrations into unexpected comedy.

Developed by Boost Mobile’s in-house agency in collaboration with independent creative agency and production company Little Big Engine, the campaign riffs on Tyson’s warning: “Everyone has a plan until they get punched in the mouth.” The work connects that familiar line to mobile plans that leave consumers facing hidden fees, confusing terms and unwelcome surprises.

The spots set up familiar wireless complaints before Tyson makes an unexpected entrance, delivering a comedic punch as a wake-up call to the complacent consumers, followed by advice to get a new plan from Boost Mobile. The joke takes another turn when the recipient thanks him for showing that there’s a better alternative than high-priced phone plans. Tyson closes by looking directly into the camera and asking, “What’s Your Plan?”

By making Tyson’s signature line both the creative premise and a question for consumers, the campaign gives Boost Mobile a memorable way to challenge wireless expectations while highlighting its $25-per-month unlimited plan, forever, and no contracts.

“Mike Tyson represents raw authenticity, resilience, and power, the exact energy we are bringing to the wireless industry,” said Bob Rupczynski, Group President of Boost Mobile. “Our ‘What’s Your Plan?’ campaign is a promise that Boost Mobile will advocate for the customer, deliver unmatched value, and actively show up in the neighbourhoods we serve. Boost Mobile is standing up for the everyday person and giving them a plan that fits their life.”

Little Big Engine directed and produced the work, collaborating with Boost Mobile’s teams to bring the campaign’s comedic encounters to life.

“What’s Your Plan?” is scheduled to run nationwide from mid-October through December 2026 across television, connected TV, social, out-of-home, audio, in-store, digital and owned channels as well as outdoor billboard placements in select markets.

The Tyson partnership also includes Boost Mobile’s sponsorship of the Mike Tyson Invitational on October 24 and future events in 2027, focused on empowering aspiring young athletes by giving them the coaching they need to be successful.