Cricket Communications, the main subsidiary of San Diego-based Leap Wireless International Inc., the flat rate cellphone carrier, said it’s challenging wireless giants Verizon and AT&T in its new ad campaign.

Entitled “Half is More,” the campaign urges consumers to ask why they are spending more for the same thing and it is aimed at those looking for a better deal on wireless without compromising on device quality and service.

Cricket said it’s out to prove that most wireless customers are simply overpaying. The company said it’s rolling out the campaign across digital, electronic, print, retail, and social media, beginning with television ads June 3.

— SDBJ Staff Report