Vonage wanted to differentiate their easy-to-install, low-cost, unlimited home phone service called Basic Talk from its nearest competitor - Magic Jack. The main point of difference was that Magic Jack had extra charges and hidden fees while Basic Talk did not. Consumers had been lied to so often in this category that a simple spokesperson on a white background espousing all the amazing features and lack of hidden fees of Basic Talk just wasn't going to cut through. The challenge was, we were told that we had to use a spokesperson on a white background espousing amazing features and lack of hidden fees.