Utah Free Press

Cell Phones Kill Babies! The Political Free Market.

Originally published June 17th, 2008, by Richard Okelberry

While doing my traditional early morning blog stomp across the net, I noticed a slightly different online ad. Unlike its flashing, buzzing and moving competitors’ this static ad simply said “Dick Cheney says: Thanks!” Below a photo of the Vice President the ad proceeded to ask, “Did your phone help elect Bush/Cheney? AT&T’s PAC did.” I was intrigued to say the least. The ad is sponsored by a cell phone company called CREDO Mobile. Considering that this is the first advertising campaign I have ever seen that uses hatred for Bush to sell a product, I had to find out more.

One click and I’m on the CREDO Mobile web site where a snazzy ad writer is berating me saying, “We all make mistakes. But who knew your phone choice was a political decision?” Holy cow! Has my phone been making political decisions without me? The advertising goes on to explain that AT&T was a maximum contributor to the Bush/Cheney campaign and advises me that by switching to CREDO Mobile I can use a mobile phone service that has helped contribute $60 million to “Progressive causes” instead. Among others these “Progressive causes” include the ACLU, Greenpeace, Planned Parenthood, The National Gay and Lesbian task Force and Iraq War Wrong Way (a group with ties to MoveOn.org that advocates the immediate withdrawal of troops from Iraq.)

CREDO’s San Francisco parent company, Working Assets is the brain child of Michael Kieschnick. Apparently Mr. Kieschnick’s inspiration for his company came after seeing an advertisement where American Express pledged to donate a portion of their profits to the Statue of Liberty restoration fund back in the 80’s. While most would agree that there is a big difference between donating money to a common cause versus a divisive one, Kieschnick’s business model is certainly intriguing. While the concept of market position (the process of positioning your product relative to your competition in the consumers mind) has been a staple of advertisers for years, Working Assets willingness to use controversial political topics while supporting even more controversial groups to win the hearts and minds for their consumers is certainly a new tack.

While it is certain that dividing their customers into constituencies will ensure that they will never achieve the type of market share that is enjoyed by the big name mobile phone providers, Mr. Kieschnick’s move to capitalize on political standings presents a few questions about the future of brand loyalties and how they may affect future social dynamics. Already cell phone users can opt for political ring tones to declare their allegiances publically like a ringing bumper sticker. Are we now entering a new age where the very cloths you wear and the products you buy will help define not just your personal tastes but your political leanings as well?

Also, if this trend continues might we one day see ads by CREDO’s competition declaring that every call with a CREDO phone kills another unborn child? While we can say with most certainly that AT&T donating money to Bush/Chaney had less to do with political ideals and more to do with simply gaining access to the Presidency, support by certain industries for political organizations is nothing new. As an example; firearm manufacturers have long supported the National Rifleman’s Association. What seems to have changed with CREDO Mobile is the way that they are now willing to wave their political leanings and connections like a banner at a protest rally. I imagine it will not be long before we see politicians themselves appearing in commercials for companies who make their fortunes by dividing consumers into camps that hold not just similar political views but preferences for the beer, potato chips and hotdogs they will consume during the Super Bowl. It would certainly be strange days to see people throwing items at the TV during the commercial breaks rather than the game itself. Just make sure you don’t get invited to the wrong football party and if your going to the game make sure your ticket doesn’t just reflect “home” or “Visitor” but maybe “Liberal” or “Conservative” as well.