- Katt Williams is the new face of TextNow's national campaign, "Way Too Smart To Pay Dumb," which launched July 28, 2026.
- The campaign calls out traditional wireless carriers over long-term contracts, hidden fees, and locked-in plans.
- The hero film, "Exposin Fools," is soundtracked by the late Nipsey Hussle's "U See Us" and was produced by Chicago agency Burrell Communications Group.
- TextNow calls it the company's most ambitious brand campaign to date.
Katt Williams is bringing his signature bite to the wireless industry as the face of TextNow’s new national campaign, “Way Too Smart To Pay Dumb,” which launched July 28, 2026.
The hero film, “Exposin Fools,” casts Williams as a truth-telling voice calling out traditional carriers for long-term contracts, hidden fees, and locked-in plans.
Produced in-house by Chicago agency Burrell Communications Group and directed by Cam Busby, the spot leans on stark black-and-white visuals accented by TextNow’s purple branding.
The soundtrack features the late Nipsey Hussle’s track “U See Us,” chosen to echo themes of ownership and self-determination that TextNow says align with both the rapper’s legacy and its own consumer-first pitch.
“TextNow is for people who aim to be the boss in every aspect of their lives,” Williams said in a statement, adding that the brand is “proving that staying connected doesn’t mean giving up control.”
TextNow founder and CEO Derek Ting called Williams “the ideal partner,” pointing to a career built on doing things “his own way and on his own terms.” Mass Appeal led talent outreach for the deal, while DKC handled communications strategy for the launch.
Founded in Waterloo, Ontario in 2009, TextNow bills itself as the largest ad-supported free wireless service in the U.S., offering a free number and flexible day-, week-, or month-based data plans with no contracts.
This is the company’s biggest celebrity push yet, a similar bet to Ali Wong’s ongoing run fronting Vodafone’s roaming-fee takedown ads or Craig Robinson’s yearlong “Wake Up With CrAIg” campaign for AT&T Business, both wagering that comedy sells connectivity better than spec sheets.
For Williams, the campaign adds to a growing endorsement slate that includes Adidas, which he signed with in October 2025. The push also lands as Williams promotes his upcoming memoir, Nine Lives, No Wives, and 69 Concubines.
Takeaways
TextNow is making its loudest bet yet that an outsider’s credibility, not a lower price alone, can pull people off contract carriers.
Pairing Williams’ “own terms” persona with Nipsey Hussle’s legacy is less an ad than a values statement, and it puts TextNow in the same playbook as Vodafone and AT&T, both of which found comedians make wireless pricing feel less like a lecture.
Does Williams’ outsider reputation actually move customers off contract plans, or does price still decide? Does comedy-first advertising actually outperform straightforward pricing pitches in wireless, a category built on fine print?
