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A wireless company’s “network” is a complicated concept, which is perhaps why several companies have taken to personifying it in commercials lately. In the spot “I seen it,” for Sprint Nextel by TBWA\Chiat\Day in New York, two regular guys discuss the network. “You can’t see it,” one guy chides the other. Suddenly, a creepy old man at the counter of the diner claims he has seen it, and it’s everywhere. Similarly, in a Verizon Wireless campaign by McCann Erickson in New York, the network is represented by a huge crowd of people who follow Verizon customers everywhere from a goth club to a ball game.
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