Today, Sprint is launching a massive advertising blitz around the idea of "choice". A $600 million plus campaign follows the merger between Sprint and Nextel.
From the press release:
Heralding the arrival of the new Sprint is an aggressive, innovative brand advertising campaign expected to saturate the market over the next several weeks. From strategic print and broadcast placements, to dynamic outdoor buys, to direct and online elements, Sprint will be hard to miss in September and into the fourth quarter. Unveiling its new tag line to the public for the first time, the company will begin to make pervasive the answer "Yes you can."