SAN FRANCISCO Publicis & Hal Riney breaks a campaign today called “Real moments” for Sprint’s local consumer division, with two TV spots that show family members using the unit’s combined services to interact.
In the 30-second “Cool Kid,” a mother uses Sprint’s Internet service to try to find her son a hoodie he desperately wants after seeing it on his cool skater friend.
“High-speed Internet from Sprint helps you do things you really enjoy,” the voiceover says, over shots of the boy’s unhip mom searching the Web, printing out a pattern and sewing a ghastly, light-blue, homemade version of the sweatshirt. “Like making your kid cool,” the narrator says, with sarcasm.
Another 30-second spot, “Cleared for Docking,” shows a father and son connecting via home and cell phones to engage in an elaborate game of the son playing superhero, in a cape and aviator glasses, “clearing” the garage for his father to park the car.
“Get unlimited calling from your Sprint PCS phone and your home phone so you can do things you really enjoy,” the voiceover says. “Like having fun with your kids.”
The two spots are the first work from Riney for this Sprint division. In August, the client shifted ad chores on its local consumer business to the San Francisco agency, which has held the overall Sprint account for the past nine years.
Riney group creative director and art director Lee Einhorn said the campaign “really connects with consumers to show how they interact and use technology.”
The Overland Park, Kan., client said the spots take the right tone.
“The ‘Real moments’ campaign gives light-hearted snapshots of consumers utilizing a variety of Sprint’s bundled services to satisfy all of their communications needs,” said Steve Carter, vice president of marketing for Sprint’s local telecommunications division.
The TV spots break nationally today, an agency representative said.
The campaign also includes print, radio and out-of-home ads that incorporate the same consumer-centric tone.
Ad expenditures for all Sprint divisions were $556 million in 2004, per Nielsen Monitor-Plus. Although figures for specific consumer divisions are not given, the client spent $32 million on telecom offerings and $1 million on telephone services, per the same media-tracking service.
Sprint Shares Family 'Moments'
