Sprint turned to agency Translation — presumably due to their experience working with NBA stars — for a new ad starring Kevin Durant as a “Lawyer for the People.”
The 60-second spot opens with an attorney grilling a woman on her cell phone contract, which undermines her claims that she’s paying too much for service. Durant comes to the rescue, however, riling up the jury to her side and demanding her bill be cut in half. For his part, Durant does about as well as can be expected, but the premise is poorly conceived and the dialogue awkward — although the sketch artist’s depiction of Durant in the court room is kind of funny (and the highlight of the ad). Sprint, as usual, feels compelled to hard-sell its price-cutting promise and it makes this one, despite Durant’s best efforts, difficult to sit through.
Credits:
Advertising Agency: Translation, USA
Founder & CEO: Steve Stoute Chief Creative Officer: John Norman Chief Strategy Officer: John Greene Executive Creative Director: Betsy Decker Strategy: John McBride
Creative Director / Copywriter: James Cohen
Creative Director / Art Direction: Paul Roberts
Senior Copywriter: Ian Ghent
Copywriter: Chris Mendez
Art Director: Jen Wang
Director of Content Production: Miriam Franklin
Executive Producer: Josh Reynolds
Junior Content Producer: Kristen Cooler
VP/Account Director: Justin Costa
Account Executive: Elizabeth Lindberg
Associate Director of Social Strategy: Russell Pinke
Social Strategist: John Petty
Junior Social Strategist: Sharde Gilliam
Production Company: Station Film
Director: Allen Coulter
Director of Photography: Jonathan Freeman
Executive Producer: Caroline Gibney
Line Producer: Tony McGarry
Editorial Company: Final Cut
Editor: Crispin Struthers
Assistant Editor: Various NY & LA
Post Executive Producer: Saima Awan
Post Producer: Viet-An Nguyen
VFX Company: MPC
VFX Artist: Alex Lovejoy
VFX Executive Producer: Justin Brukman
VFX Senior Producer: Matthew Loranger
Audio Post: Heard City/NY
Mixer: Philip Loeb
Executive Producer: Gloria Pitagorsky
Producer: Sasha Awn
Composer: Alan Tew