Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Sprint wants you to know that it—unlike its competitors—grasps the full meaning of the word “unlimited.” So Goodby, Silverstein & Partners cut this “Dictionary” spot for its “Simply Everything” plan. The ad features Dan Hesse, the mobile provider’s CEO, explaining what the definition of the word is not: “metering, overage or throttling, which is code for slowing you down.” Despite zipping through some nuanced technical jargon, the overall arc and tenor of the spot succeed in delivering a pretty clear message about simplicity and possibility.
Sprint has used Hesse as the centerpiece of previous commercials, but this one has more teeth, aiming to bite into rivals market share by drawing a sharp contrast with plans that limit data usage.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in