Deutsch L.A. and David ‘Pied Piper’ Beckham Lead the Pack Toward Sprint

By Patrick Coffee 

How far would you follow David Beckham?

Deutsch L.A.’s first full campaign as Sprint’s new creative AOR launched back in March–and while While “Too Rich to Care” continued to emphasize the client’s status as the low-priced carrier, it didn’t aggressively call out competitors. But you knew that was coming, didn’t you?

The new campaign stars Beckham, former underwear model and wallet chain fan, as he leads the pack toward a cheaper and simpler future. The full version is also three minutes long, so get comfortable enough to absorb a sort-of lecture on cell service:

They’re all in there.

We like the idea that Joe Public is so eager to follow “Pied Piper” Beckham that he will abandon his work (not to mention his wedding) in the interest of a slightly lower cell phone bill.

Note that the ad does not mention the quality of service one might receive under this particular carrier. That’s another company’s tagline.

Re\code also examined Sprint’s newer, simpler plan yesterday with a skeptical eye, concluding that “Sprint missed an opportunity” by failing to include taxes and fees that “often add 10 percent or more to a monthly bill” and that many iPhone buyers might pay more for the new plan. As fresh-faced CMO Kevin Crull puts it:

“There’s a segment of the consumer base that really values unlimited. I think that need will be met. The pricing will probably move around a little bit.”

The broadcast version of this ad debuts tonight during the U.S. Women’s World Cup game on Fox Network, and the most important question regarding Sprint’s latest marketing effort may be, “how will John Legere of T-Mobile respond?” We look forward to weeks of shameless Twitter trolling.

Client: Sprint
Assignment: “All In” Wireless Campaign
Name/Length of Spots: “Pied Piper” :60 / :30 (3-minute online as well)

Client Credits:

President, CEO: Marcelo Claure
Chief Marketing Officer: Kevin Crull
Director of Brand & Advertising: Tracy Palmer
Advertising Manager: Sara Mozingo
Advertising Manager: Stacey Shupert

Deutsch Credits and Titles:

Creative Credits:

Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Gavin Lester
Creative Director: Brian Siedband
Creative Director: Gordy Sang
Associate Creative Director: Matt Clark
Associate Creative Director: Yelan Tong
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Dan Kaplan
Integrated Producer: Fabby Hernandez
Music Director: Dave Rocco

Account Management Credits:

Group Account Director: John McGonigle
Account Director: Kristie Weston
Account Director: Chuka Schneider
Account Supervisor: Lauren Mangum
Account Executive: Kristin Paul

Account Planning:               

Chief Strategic Officer: Colin Drummond
Group Planning Director: Kelsey Hodgkin                                                       

Business Affairs/Traffic:

Director of Integrated Business Affairs: Abilino Guillermo
Executive Business Affairs: Jimmy Gutierrez
Senior Business Affairs Manager: Andy Recalde
Director or Broadcast Traffic: Carie Bonillo
Senior Broadcast Traffic Manager: Gus Mejia

Live Action Production Company

Production Company: MJZ/Los Angeles, CA
Director: Rupert Sanders
President: David Zander
Executive Producer: Kate Leahy
Producer: Laurie Boccaccio
Production Supervisor: Adriana Cebada Mora

Editorial Company

Production Company: WORK/New York, NY

Editor: Bill Smedley
Executive Producer: Erica Thompson

Editorial Company

Production Company: Exile/Santa Monica, CA

Editor: Shane Reid
Executive Producer: CL Weaver

Post Facility

Production Company: MPC LA/Santa Monica, CA

Executive Producer: Amanda Ornelas
Producer: Summer McCloskey
Colorist: Mark Gethin

Post/VFX

Production Company: The Mill/Los Angeles CA

VFZ Supervisor: Chris Knight
VFX: Koen Vroeijenstijn, Bill Higgins
Executive Producer: Sue Troyan
Producer: Jordan Sharon

Licensed/Composed Music, Credits and Track Info:

Production Company: Mophonics

Track: Best Man Speech
Performed by: Roberto Murguia
Composed by: Roberto Murguia
By arrangement with: Nico Mansy

Audio Post Company:

Production Company: Lime Studios/Santa Monica, CA

Senior Executive Producer: Susie Boyajan
Mixer: Zac Fisher
Assistant Mixer: Kevin McAlpine

Shoot Location: Universal Studios Back lot, Los Angeles

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