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."
Brandweek says the new work, from TBWAChiatDay, New York, plays on the idea that expanded choice makes life more interesting.
In one TV spot, a young executive takes the option of galloping to work and then using a rocket-powered backpack, rather than an elevator, to get to his upper-story office. Sprint's new tagline, "Yes you can," plays on the choice message and the new yellow-and-black motif, inherited from Nextel, ensures that the work will stand out.
Along with advertising Sprint is putting together sponsorships and transformating of more than 1,600 retail stores (to be completed by Friday).
Another of Sprint's MVNOs, ESPN, is expected to launch later this year with a campaign from Arnold, Boston.
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