After a series of “Cut Your Plan in Half” shorts and a Super Bowl ad filled with sardonic apologies delivered by a goat, Deutsch LA launched its first campaign for new client Sprint this week.
The series, called “Too Rich to Care,” essentially brings the “Rich Kids of Instagram” page to life via caricature.
Here’s “Layover,” the first in a series of four :30 spots:
The official release says the campaign, directed by Wayne McClammy of Hungry Man, marks “a completely new creative direction” for Sprint. Its core message, though, sticks to positioning the client as a cheaper alternative to its rivals — a service provider for the Everyman, if you will.
The work aims to satirize “people who are out of touch with the need to save money” and promises to document their increasingly lavish lifestyles in order to demonstrate how far their day-to-day lives are from those of hard-working Sprint customers.
In addition to the larger campaign, Deutsch will continue to produce more directly promotional work like this hamster-free ad, which began running earlier this month to hype the client’s family plan:
More “Too Rich to Care” spots to debut in the coming weeks.
Client: Sprint
CEO: Marcelo Claure
CMO: Jeff Hallock
Director of Brand and Advertising: Tracy Palmer
Marketing Communications Specialist: Sara Mozingo
Agency: Deutsch LA
Chief Creative Officer, North America: Pete Favat
Chief Digital Officer: Winston Binch
Executive Creative Director: Gavin Lester
Executive Creative Director: Matt O’Rourke
Creative Director: David DeRoma
Creative Director: Nathan Dills
Art Director: Max Hendren
Copywriter: Adam Aceino
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Dan Kaplan
Integrated Producer: Zach Zutler
Integrated Producer: Kelli Espinoza
Music Director: Dave Rocco
Associate Music Producer: Eryk Rich
Group Account Director: John McGonigle
Account Director: Adam Blankenship
Account Director: Ian Phillips
Account Supervisor: Eneida Mejia
Account Executive: Chelle Toulouse
Assistant Account Executive: Wendy Kleinberg
Chief Strategy Officer: Colin Drummond
SVP, Group Planning Director: Kelsey Hodgkin
Director of Integrated Business Affairs: Abilino Guillermo
Executive Business Affair Manager: Jimmy Gutierrez
Sr. Business Affairs Manager: Saeyoung Kim
Director of Broadcast Traffic: Carie Bonillo
Sr. Traffic Manager: Gus Mejia
CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty
Production Company: Hungryman
Director: Wayne McClammy
Director of Photography: Bryan Newman
Head of Production: Jacki Sextro
Executive Producer: Mino Jarjoura
Producer: Dave Bernstein
Editorial House: Cut+Run
Editor: Steve Gandolfi
Executive Producer: Carr Schilling
Producer: Amburr Farls
Online, Color, and Finish: MPC
Creative Director: Paul O’Shea
Colorist: Mark Gethin
Head of 3D: Jason Schugardt
Mike Lori: Tracking Supervisor
Executive Producer: Lexi Stern
Producer: Diana De Vries
Music: Elias
ECD: Vincenzo LoRusso
CD: Michael Goldstein
EP: Vicki Ordeshook
Head of Production: Katie Overcash