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.