In 2025, Boost Mobile’s “Hit It, Kid” ad for the iPhone 16e quickly captured attention for its quirky and seemingly innocent humor. But upon closer inspection, the ad presents a troubling issue that is far from new for the brand: a history of racially insensitive advertisements and problematic portrayals of Black culture. Whether it’s the use of racial stereotypes, the erasure of Black people from media, or the lack of accountability in their marketing, Boost Mobile’s ads have a history of using race as a commodity while perpetuating harmful tropes.
The 2025 “Hit It, Kid” commercial, while marketed as fun and playful, is just the latest example of Boost Mobile’s racially insensitive history. In this post, we’ll examine the troubling pattern of racial stereotyping that has appeared in their advertisements over the years and discuss how the “Hit It, Kid” ad only highlights this ongoing issue.
Boost Mobile’s Racially Troubling Advertising History
2012: “Where You At?” Campaign
In 2012, Boost Mobile launched its “Where You At?” campaign, featuring comedian Faizon Love as the “4Genie.” The campaign was intended to promote the HTC EVO Design 4G but faced criticism for relying on racial stereotypes. Critics argued that the ad leaned heavily into exaggerated “urban” language and imagery, reinforcing negative portrayals of Black culture as comedic or “other.” Rather than showcasing authentic representation, the campaign felt more like an attempt to commodify Blackness for commercial gain.
2016: “Action Sports Camera” Ad
In 2016, Boost Mobile released an ad for an action sports camera that depicted a Trump look-alike, a wall, and Mexican characters. The ad was condemned as “racist” by several outlets, including BeachGrit, who argued that the commercial trivialized serious political and social issues related to immigration and racial tensions. The ad’s use of politically charged imagery in such a lighthearted, casual context struck many as tone-deaf and insensitive.
https://beachgrit.com/2016/06/action-sport-cam-in-racist-mess
2019: Racial Slur on Customer Receipt
A 2019 incident involving a Boost Mobile store in Cleveland shed further light on the company’s problematic relationship with race. The Ohio Civil Rights Commission ruled against the store for issuing a receipt that referred to a Black customer using a racial slur. Though this incident occurred at a store level, it raised concerns about the company’s broader approach to race, discrimination, and customer relations.
2020: “Family Fighting Over One Phone” Ad
In 2020, Boost Mobile aired a commercial that featured a Black family humorously fighting over a single phone. The ad, meant to highlight the affordability of Boost Mobile’s plans, faced criticism for reinforcing negative stereotypes about Black families. Critics argued that the portrayal was exaggerated and perpetuated harmful tropes about Black families being dysfunctional or financially unstable. This portrayal of a Black family’s conflict was seen by many as a lazy use of racial stereotypes for comedic effect.
The ad was widely discussed on platforms like Reddit and Lipstick Alley, where viewers expressed discomfort with how the commercial presented Black people in a negative light. The comedic tone of the ad only intensified the issue, as it downplayed the harmful impact of these stereotypes.
2025: The “Hit It, Kid” Commercial
The most recent and perhaps most disturbing ad to add to Boost Mobile’s racially controversial history is the 2025 “Hit It, Kid” commercial. This ad, which features a white boy taking a selfie with the iPhone 16e, erases a Black man from the background, all in the name of humor. The act of erasure is brief but significant—showing a Black figure being digitally deleted from the image. What should have been a lighthearted moment instead comes off as racial exclusion, as the audience is left with no explanation or accountability for the boy’s actions.
The YouTube version of the ad only amplifies these issues. The scene of the Black man’s erasure is drawn out, and the child receives no real reprimand for his actions. The only “correction” comes when the marketing man comments that the singing is “a little flat at the end,” a line that completely ignores the racial implications of what just occurred.
The Bigger Picture: A Pattern of Racial Insensitivity
What makes the “Hit It, Kid” ad so troubling is that it’s not an isolated incident. Boost Mobile has consistently used racial stereotypes, exaggerated portrayals, and, at times, harmful humor to appeal to certain audiences. The 2025 ad feels like an evolution of this pattern—an attempt to capture “edgy” or “urban” appeal while failing to be sensitive to the racial dynamics at play.
Moreover, the lack of accountability in the ad speaks volumes. In the case of the “Hit It, Kid” commercial, the boy’s actions are not questioned, nor is the exclusion of the Black man addressed. It’s as if the erasure is treated as just another joke, reinforcing the troubling idea that racial exclusion can be brushed aside as humorous or insignificant.
Why This Matters: The Impact of Racial Stereotyping in Advertising
Advertising doesn’t exist in a vacuum. What we see on TV and online shapes our perceptions of the world around us. When companies like Boost Mobile use stereotypes and racial exclusion in their ads, they send a message about how Black people are viewed in society. Instead of promoting diversity or authentic representation, these ads risk reinforcing harmful ideas about race and identity.
As viewers, we need to be more critical of the media we consume and how it influences the way we think about race, beauty, and culture. Ads like the “Hit It, Kid” commercial can perpetuate exclusionary practices, whether or not they are intended to. It’s time for consumers and advocates to speak up and demand better representation from brands.
The Call for Change: Holding Advertisers Accountable
The increasing trend of racially problematic advertisements highlights a bigger issue in the marketing world—one where race is often commodified or trivialized for the sake of humor, coolness, or appeal. What we need is a shift in how companies like Boost Mobile approach race in their ads. Instead of relying on stereotypes or controversial humor, they need to prioritize respectful and accurate representation of diverse communities.
It’s time to stop ignoring these moments and start calling them out for what they are. If we want to see real change, we must hold advertisers accountable, demand better representation, and encourage brands to think more critically about the messages they are sending.