McCann Gives Sprint New Tagline

Humor Goes Out the Window in Favor of Anthemic Approach
NEW YORK–McCann-Erickson Worldwide’s first TV campaign for Sprint since wresting the $150 million consumer account from J. Walter Thompson in September carries a new tagline, “Sprint ahead.”
In a pool of five spots, McCann aims to build an emotional bond for the brand as an integrated provider, with such capabilities as wireless services, local telephone service and Internet access, hoping to position Sprint as more than a long-distance provider.
The campaign specifically promotes the client’s Sprint Unlimited
program, which allows consumers unlimited weekend long-distance calling for a low fixed monthly rate.
Helmed by award-winning director Peter Goldschmidt, the ads depart from the jocular tone of JWT’s work with Candace Bergen and embrace a more anthemic approach.
The spots illustrate how Sprint Unlimited makes it easier for harried consumers dealing with the workweek to reconnect with their personal lives on weekends. A man is shown juggling his job with domestic duties such as putting his kids to bed. He leaves his house exhausted and walks into a sunny field of grass accompanied by a legion of kids. Idyllic images of a girl on a swing and a woman dancing follow. The spots broke last week and will run with print support.
“People are tired of worrying about talking too much because they’ll be charged for it,” said Greg Field, director of domestic marketing for the Sprint Consumer Services Group.
“We’re talking to someone who sees the phone as a means to an end, not as a ball and chain,” said McCann executive creative director Nina DiSesa.
Vigilante, a New York agency established by Leo Burnett, is airing a spot for the African-American market which is Sprint’s first attempt at targeting the segment.