Deutsch LA Launches First Campaign for Sprint

By Patrick Coffee 

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