Public Mobile is using visual uniformity to make its brand pop.

In the Telus carrier’s latest hero spot, “Different is Calling,” a group of identical café denizens drinking their beverages in the same way turn on a dime when Public Mobile’s logo suddenly falls to the floor.

Aaron Niven, associate creative director at agency partner Camp Jefferson, tells strategy that in a mobility market saturated with established brands, the campaign is a “wake-up call for those who feel stuck on autopilot.”

“Our goal was to create an ad that literally cuts through the sea of sameness,” Niven says of the spot. “In doing so, we can quickly grab the viewer’s attention.”

With the work, Niven says Public Mobile is attempting to “stay top-of-mind for consumers when they’re making key purchasing decisions” ahead of the holiday shopping season.

Last year, Public Mobile rebranded via “different” positioning, launching an integrated campaign to attract digital native consumers to its new 5G subscription phone service. Its latest video is airing on both traditional broadcast TV and digital and social platforms. Jungle Media is behind the buy.