Alanis Morissette features in a new, fun holistic UMPG project for US Cellular, which plays on elements of her 1996 hit “Ironic” to get across its message. 

UMPG’s US sync team licensed Alanis for the campaign and Elias Audio Branding created the US Cellular Mnemonic (heard at the end of the spot), with the video created by The Martin Agency. 

It opens with Alanis walking up a busy street full of people staring at their devices. “Our phones were made to help us connect. But somehow, they’ve made us less connected. Which is ironic. Don’t ya think?” she says. References to the lyrics from the song and reimagined scenes from its music video are peppered throughout the spot.

The commercial is designed to promote US Celluar’s “US Mode,” a tool to help consumers set limits on notifications and apps to help foster more real life connections. 

"We’re excited to partner with Alanis Morissette, who not only knows the importance of healthier digital habits but also a thing or two about irony as we continue working to combat over-connection,” said Eric Jagher, Senior Vice President and Chief Marketing Officer at US Cellular. “While our mission is to connect people to what matters most, we’ve seen the consequences of being constantly connected to our phones… The only thing more ironic than smartphones making people feel disconnected, is a wireless company telling people to put their phones down.”