Deutsch LA announces Sprint’s latest price offering in the new 30-second broadcast spot, “Cut Your Plan in Half.”
In the spot, Sprint promises customers who bring in an old Verizon or AT&T bill and turn in their phone that Sprint will cut their rate in half. It’s an ambitious (and/or desperate) offering from the struggling company, and Deutsch LA keeps the message simple and focused, while also following through on President/CEO Maurcelo Claure’s promise that the company would be “more aggressive” in its advertising by directly calling out its competitors. Customers talk about their troublesome bills with AT&T and Verizon before announcing they’re switching to Sprint and (literally) cutting their old bills in half. The spot debuted this past Friday on national networks and cable during primetime, and will be supported by a Spanish-language spot and print ads.
Despite the launch of this spot by Deutsch LA, the agency’s preceding ad for the brand, and heavy rumors that Deutsch has already won the account, Sprint maintains that the creative review is still in progress, according to AdAge. Sprint spokesman Dave Mellin told that publication, “Deutsch L.A. did the creative work on this campaign.They are doing some work for us on a project basis.”
Sprint’s review was initially announced back in September, with the field narrowing to five agencies a month later. According to some sources, it then came down to a race between Deutsch LA and Arnold. Despite claims that Deutsch has been awarded the account, including a linked internal memo from Arnold (which we reported on last month), Sprint continues to avoid making an official decision.