Verizon has launched a campaign promoting its new personalized plan offering myPlan.

The effort highlights the customers that use the phone carrier’s services in their unique individual lives, showing how the plan flexibility benefits their needs. In the spots, an interviewer asks consumers on the street what they are paying for in their current phone plans. Most don't know. Most say things they don't need.

The story behind this “It’s Your Verizon” campaign is that a “one size fits all” approach to pricing is no longer practical in a modern world. Now, customers can design their own plans and only pay for the services that they want and need as they want and need them.

The campaign includes national TV and cable, as well as digital online, OOH, and social media. One OOH activation includes posters in which consumers can take a photo of themselves to replace the “I’ in one of several life-sized Verizon logos in locations throughout the U.S.