Verizon didn’t need awareness. It needed relevance with a new generation.

So instead of telling millennials about network strength, we showed it, through a six-part content series starring Kevin Hart.

Built around his real (and slightly ridiculous) pursuit of a 3-peat MVP at the NBA All-Star Celebrity Game, the series tapped into a cultural moment most brands would overlook, and turned it into something bigger.

Entertainment first. Product second.
And a network that proved itself by keeping up with both.