Public Mobile’s latest campaign, “Anonymous,” uses humour and mock-confessions to highlight Reli-a-bill – its stance on no overages and no hidden fees – while emphasizing the transparency and simplicity that it says set it apart from traditional telco experiences.

Developed by creative agency Mekanism, the campaign uses faux-documentary storytelling to dramatize “the modern rarity” of a predictable phone bill. Running across Ontario on YouTube and Amazon Prime, each spot features a silhouetted customer with an altered voice to protect their identity, because apparently, loving your phone plan is something to hide, according to the Telus-owned brand.

Maddy Taylor, senior marketing communications manager at Public Mobile, tells strategy the spots are designed to stand out in a category that is “noisy and often overloaded” with fine print and exaggerated promises.

“This campaign cuts through by doing the opposite, it’s quiet, clever and showcases the ease of Public Mobile’s subscription model and its reliability,” Taylor says. “By spotlighting Public Mobile’s transparency in a playful way, we’re reinforcing trust while differentiating through tone and simplicity … The strategy centres on transparency, control and customer-first thinking. ‘Anonymous’ fits right in by reinforcing those values with a more creative edge. It’s an evolution in tone.”

Public Mobile’s latest campaign builds on its previous effort, last year’s “Different is Calling,” in which 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. The idea there, according to Aaron Niven, who was then associate creative director at Camp Jefferson (which has since merged with Mekanism), was that in a mobility market saturated with established brands, the campaign is a “wake-up call for those who feel stuck on autopilot.”

The current campaign was also designed to counter expectation in the category.

Taylor says the idea behind the creative is that these “so-called ‘confessions’ reveal not secrets, but something unexpected: a genuine love for their mobility provider. It’s a smart, surprising spin on the idea that a bill this predictable must be too good to be true,” she adds. “The message is clear — no surprises, just Reli-a-Bill. This campaign doesn’t shift Public Mobile’s positioning; it strengthens it. We’re doubling down on what sets Public Mobile apart: honesty, predictability, and a phone bill that costs what it says it will cost.”

The campaign is being supported through social, display and PR to extend reach and drive engagement with the concept of Reli-a-Bill. The media buy is designed to feel organic in digital spaces, making the message stick, Taylor says.