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With Ads of the Weird, MSNBC.com takes a look at some of the oddest, most eye-catching, controversial and just plain interesting advertising out there today. Primary writer Allison Linn covers the retail and advertising industries for MSNBC.com. The Ads of the Weird team is always interested in hearing what ads have caught your attention, whether it's online, on television or in print.


That snoozy Sprint CEO

Posted: Monday, January 05, 2009 4:00 PM by Allison Linn
Filed Under:

As business journalists, we’ve spent what feels like a lifetime listening to mind-numbingly boring executive speeches. And we’re reminded of those every time Dan Hesse appears on our television screen.

For those of you who haven’t turned on a television in recent months, Hesse is chief executive of wireless phone provider Sprint. Perhaps that job leaves him with a bit of spare time, or maybe as chief executive he wanted to save the company a few bucks, so he’s also apparently decided to make himself the company’s pitchman.

There are several Hesse commercials, but they all follow the same formula: energetic classical music, moody black-and-white background and then Hesse himself, "casually" walking through the streets or sitting at a diner.

Image: Dan Hesse
Sprint

Usually, he’s saying something that is either dull, obvious, or both, such as "Our network is engineered for today, and for tomorrow" or "This could be the only phone you’ll ever need."

Sometimes he’ll also delve into the scintillating details of the cell phone plan, as if assuming that we’re all sitting on our couches with calculators and pencils at the ready, taking notes and comparing prices.

We expect this kind of talk at analysts’ conferences and technology symposiums, when you have an audience of people who are actually looking forward to parsing earnings statements and examining software code. But it’s definitely not the type of stuff that’s likely to keep our attention when we’re relaxing after a long day of work or taking care of kids.

The fact that Sprint would continue to blanket the airwaves with these annoyingly boring ads is especially surprising given the stark contrast with its competition, which has hit on the more entertaining formula of using humor to sell families on their services.

AT&T continues to amuse us with its witty rollover minute series, and we can’t help but chuckle every time we see this commercial about a missed call that wreaks havoc with a child’s birthday party. T-Mobile USA also deserves kudos for this parody of the lengths moms will go to get a good babysitter.

Click here, here and here to watch the Sprint ads.

 

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Comments

I'm not sure what is worse......the dullness of the ad or the fcat that it's run incessantly.

Rick, Hamilton, Ohio (Sent Monday, January 05, 2009 7:29 PM)

The commercial mimics the service.  I dropped Sprint some time ago and their claims are not true. I think they are trying to repair some bad practices with CEO Karma?

Doesn't work for me either.

davisongrp@charter.net (Sent Monday, January 05, 2009 7:30 PM)

I just switched to Sprint about 3-weeks ago from Verizon.  Their family plan with unlimited data is a GREAT deal.  I haven't had any problems with service or coverage.

A quality offer doesn't require kiddy commercials.

Ron, Bloomington, IN (Sent Monday, January 05, 2009 7:44 PM)

Don't discourage this guy from running his boring non-productive ads!  Sprint needs to be put out of businees. I am a former subscriber who endured a painful year of merry go round experiences featuring abusive harrasement for collection of acknowledged fraudulent charges to my cellular account and subsequent continuing service interuptions. It wasn't until Bob Sullivan of MSNBC's Red Tape Chronicles intervention caused Sprint to do what any legitmate company committed to customer service would quickly do. Cease and desist the abuse and reconcile the account! I am very pleased to be with Verizon and have had zero issues since.  All Sprint customers, beware!

MIke C (Sent Monday, January 05, 2009 7:53 PM)

Boring or not. They have set themselves apart from the other providers and here they are - on your site - receiving more press...

PB, Northglenn, CO (Sent Monday, January 05, 2009 9:21 PM)

Obviously this person likes the witty ads that are just the same ol thing.  It is about time a CEO stood up for the company and not hide behind a paycheck.  Hesse is the only one and company that actually makes a comparison in plans!  It is about time....sensible, thoughtful...exceptional advertising by Sprint.

jesse, wichita KS (Sent Monday, January 05, 2009 9:23 PM)

I work for Sprint in a call center and this is what we as employees have told our upper management over and over. The customer never remembers the boring serious commercial that plays once every couple of hours. The customer remembers the commercial that is funny and is played every commercial break. We as Sprint have an awesome product and great rate plans that smoke the competition but it does not mean anything if it does not stick in the customer's mind.

Gabe (Sent Monday, January 05, 2009 9:40 PM)

I love Sprint, the ads, their service, their coverage, their phones and everything about them. They do a great job - down to business - no humor, we are serious about good service, good value. Go Sprint!

Randy Todd. Newnan, GA (Sent Monday, January 05, 2009 10:23 PM)

I can't believe they went to all the trouble to film one commercial in Times Square - a veritable explosion of color, light,and excitement - and they use this guy filmed in black and white, and suck the life force right out of the scene.

Mike N (Sent Monday, January 05, 2009 10:39 PM)

Sprint sucks! I can't say more than that.

B. Lee (Sent Monday, January 05, 2009 11:18 PM)

The Sprint ads seem a cut above the petulant people fussing over rollover minutes, and not tiresome after the 2nd viewing like the missed call ads.

Carol Murray, Hoodsport, WA (Sent Monday, January 05, 2009 11:26 PM)

I guess Sprint has to do something original in the wake of having the worst customer service of any company in an industry that has...well...the worst customer service.

Joe, San Antonio, TX (Sent Monday, January 05, 2009 11:53 PM)

Amen Sister!

Dan's arrogant smirk seems to imply that prior to the commercial, he was the only person on earth with the knowledge that a mobile phone could also be used for email, text messaging, and internet access. I guess he's too occupied with double-secret CEO business to realize that it's 2009, not 1999(the year when the point of his ad would have been relevant).

Phil Burgess, Frisco, TX (Sent Tuesday, January 06, 2009 12:44 AM)

I dunno... If anything, the Sprint ads DO stand out if for no other reason than they don't involve the usual humor schtick the other guys are doing. Does it make me want to go buy a Sprint phone? Heck no! I'm quite happy with my current plan.

AT&T's ads tend to grate on your nerves BIG time after a while. Their humor works until you actually think for a second about the situation and figure out how perposterous the scenario really is.

For instance, The dino one you mentioned... Epic lameness. The company who was contracted to get Barfie the Dinosaur out to the party - they would have known it was a kiddie event - if for no other reason the people ordered Barfie the Dinosaur. For them to send some big scary T-Rex makes no sense.

But I digress... Let's face it. Times are tough. Sometimes serious IS a good thing. And as you said, it IS a stark contrast to what the other guys are doing. That alone is guaranteed to get eyeballs. And isn't that what advertising is all about?

Wolfie2k8, Los Angeles, CA (Sent Tuesday, January 06, 2009 6:09 AM)

Formerly from Dallas Texas:
Having been a former Sprint Customer who had to move out of the country just to be free from sprints ridiculous monthly plans. And, understanding how their out of Nation customer care works so wonderfully; that you need a translator to understand what the customer helper from _______(fill in the gap with any country where English is not the main language) is saying to you about how they made a mistake and can't fix it so you will have to keep paying the outrageous fee, or, break the contract and be charged some unfair fee for early termination because they do not make a written agreement and won't fix what they typed wrong; makes obvious why their CEO is making these mind altering commercials: Their trying to be like 'Jack in the Box'.

John McBain, Beijing, China (Sent Tuesday, January 06, 2009 6:38 AM)

At a time when hype overloads the senses, I find Hesse's approach credible as well as refreshing. There is very little that differentiates cell phones and services from each other other than "my colors are more vibrant" or "we have fewer dropped calls" or "my keys are easier to poke". All are quite subjective attributes. Frankly I trust Hesse and trust his message.

Rick, Buchanan, Mi (Sent Tuesday, January 06, 2009 7:18 AM)

I like Hesse's subtle, quiet ads.  I get the distinct impression that Sprint is targeting a certain audience with these ads.  "Highbrow" might be a good term.  If you check, Sprint does offer the lowest-priced "all-in-one" plan, which does appeal to people who do a lot of data work and texting (read Blackberry and Treo users).  

Paul F.  

Paul Forte, Baltimore, MD (Sent Tuesday, January 06, 2009 7:35 AM)

Well, I totally disagree.  I think the Hesse Sprint ads are very good.  Even mentioned how much I enjoy them to my Verizon rep.  The music, the mood, Hesse's comment, for me, all make a compelling advertisement.

Harry, Houston, TX (Sent Tuesday, January 06, 2009 7:52 AM)

Allison-
You obviously have too much time on your hands when you spend it criticizing advertising of all things. Perhaps you should find a new position within your organization. With all the challenges our country faces today and in the future, couldn't you put your talents to better use?

GL Swanson (Sent Tuesday, January 06, 2009 7:56 AM)

I would rather these than the loud and annoying commercials.  There is a certain amount of classiness to the Nextel commercials.  

Regardless, with the such high levels of repetition there is bound to be viewer fatigue.  Football is the worst example of this, beer... truck... cellphone... sport car... truck... etc.

Hello DVR and paused live TV!  Then just FF through the repetitive rubbish.

Travis, Philly (Sent Tuesday, January 06, 2009 8:10 AM)

Dan Hesse's not boring, he's classy.  Just because he appeals to the intellect (an IQ NOT in single digits, which seems to be the target for most advertising) is no reason to call him boring.  On the other hand, AT&T's ads about missed calls (Slate Sanchez is absolutely fabulous!) are pretty cool and get their point across with both information and humor.

Diane, Wescosville, PA (Sent Tuesday, January 06, 2009 8:15 AM)

AT&T continues to amuse us?  What commercials are you watching???

Emily, Amherst NY (Sent Tuesday, January 06, 2009 8:25 AM)

I personally like the ads. Why do I have to watch ads with wizards or dorky guy with glasses to get the message? No everyone is a 20 something and thinks those ads are cute.

Janet, Denver, Colorado (Sent Tuesday, January 06, 2009 8:26 AM)

If you think the rollover minutes, missed call and babysitting cell phone commercials are so funny then you must think the claymation Alltel ads with Santa and Chad in them are a total hoot.  Perhaps Sprint's ads are an effort to differentiate themselves and/or speak to a different audience (professionals for example) that don't find much entertainment in the interchangeable sophomoric humor in the other cell phone company commercials.

Ginger Vitus (Sent Tuesday, January 06, 2009 8:30 AM)

Duh!  The only thing more boring than Hesse is this boring blog.

Bilbo Baggins, Newport News, VA (Sent Tuesday, January 06, 2009 8:41 AM)

Those commercials from AT&T are terrible and aren't very funny, if funny at all.  I would much rather see the CEO (Hesse in this case) give a short and concise spot durring my television show than watch those cheesy T-Mobile commercials.  Who appointed you as commercial critic?!

Michael Gates, Jackson, MS (Sent Tuesday, January 06, 2009 9:10 AM)

I happen to really like the Sprint ads. Hesse is very personable and down-to-earth. I think the Sprint ads work very well BECAUSE they are different. They definitely got my attention the first time due to the black-and-white appearance and the minimalist approach, and I continue to watch every time. That's effective advertising.
For the record, I also like the T-Mobile, AT&T and Verizon ads. All clever and interesting. But I'd have to think twice to tell you which company ran those ads, whereas I instantly recall that Sprint has the Hesse ads.

tim white, dana point, ca (Sent Tuesday, January 06, 2009 9:14 AM)

So what you are saying is that a commercial must pound us over the head with humor or bizarreness in order to work. I actually find the recent Sprint commercials refreshing and would be more apt to be a customer than of a company bashing me over the head or trying to be overly cutesy. To me it portrays professionalism.

Paul, cape Elizabeth, Maine (Sent Tuesday, January 06, 2009 9:14 AM)

I subscribe to Sprint because my son is on the same network...Do not enjoy it but I am tied to a two year contract.
initially I kept getting calls from customer service, to find how I am enjoying my service provider.
I respond by saying that I am not happy, give my reasons for my unhappiness, get told that I will be contacted by a supervisor.....still waiting 13 months later......maybe they walking over to visit me.... and then thay ask is there anything else they can assist me with.... oh another thing, they offer to upgrade me and when I accept they say sorry we cannt dothis at this moment.... why call me and make the upgrade offer?!?!?!?!?
VERY DISSAPPOINTED.... will go to Cricket when my contract expires.....

Austin D'lite (Sent Tuesday, January 06, 2009 9:35 AM)

The sad part is you and others like you fail to see Mr. Hesse is trying to talk to adults, not people who just happen to be older and have kids, but adults who are capable of discussing these topics in a rational and constructive manner. Having a mom run around like her hair is on fire is easy. Getting up in front of the world and proclaiming your belief in the people employee and the product you sell is noble in the least! I say anyone that misses that point may not be the people he was talking to in the first place.

Alabama (Sent Tuesday, January 06, 2009 10:02 AM)

Seriously, Dan, just hire a pitchman! Your commercials make me want to open a vein!!

Cool Zero (Sent Tuesday, January 06, 2009 10:19 AM)

I like Dan's commercials. I am tired of watching stupid ads that try to pass themselves off as humorous. Dan appears sincere and gets right to the point. Good job Sprint.

Lisa, KCKS (Sent Tuesday, January 06, 2009 10:23 AM)

I worked for Sprint for a number of years in store management and business sales before moving on to a different industry and continue to have their service. The Hesse commercials are definitely different, but not bad, or by any means the worst commercials on the airwaves. As far as the service itself is concerned, Sprint works just fine and the prices are unbeatable. Pay your bill on time and your service stays on...weird concept!

Stephen R., Chesapeake, Virginia (Sent Tuesday, January 06, 2009 10:27 AM)

James Fisher from Sprint here.  Snoozy?  Anytime you are talking about ads, the key word should be:  effective?  And on that front, the ads with Dan Hesse are delivering for Sprint.  Dan came to Sprint a year ago when we were having problems in the marketplace, and he has made some dramatic changes in the company.  When he first appeared in our ads to introduce the new “Simply Everything” plan, it signaled to customers clearly that there was a new guy running the company.  Those ads were so well received and so well remembered, we continued to use Dan.  Our research tells us people are remembering him and our message is being delivered.  I know it from personal experience – I went to at least a dozen holiday parties and at every single one, someone or several people talked to me positively about Dan’s ads.  I just got a call the other day from a customer who was desperate to know the name of the musical score in the ads.  And as for humor, have you been to the movies lately? Sprint is sponsoring the “silence your cellphone” spots with hilarious bits joking about the movie industry.   (Search for “Happy the Hedgehog” on YouTube.) Cue the piano music:  we – and the public – like those ads.

James Fisher, Reston, Va. (Sent Tuesday, January 06, 2009 10:30 AM)

I agree that the ads are spot on for the demographic they are trying to reach. I personally think the spots are shot beautifully, although they can get tiresome. As an ATT user, who by the way has deplorable customer service, I have actually found myself intrigued by the maturity of this campaign. It certainly beats the Verizon "dead zone" commercials.lame.

For those who choose to criticize Allison for the job she does, it might do you well to pay a little closer attention to advertising. It is created to fool people that don't take the time to raise question/critique.

Christie, Austin (Sent Tuesday, January 06, 2009 10:40 AM)

I'm so glad to know I'm not alone with my dislike and (somewhat) disturbance of these Sprint ads. I change the channel or hit mute upon immediately seeing the black and white picture

Alice Carney (Sent Tuesday, January 06, 2009 10:50 AM)

At first when I saw these ads, I thought...ah boring...but then they started appealing to me...simply because I understood them...they are all about simplicity. Take the one in Times Square for example, a normally vibrant, busy background...turned b&w, a casually dressed guy walking down the street telling you about an awesome phone! Tells you can find simplicity and ease anywhere in this fast-paced busy world! At a time like this...your ridiculous article has only served to give Sprint more publicity and more positive than negative reviews! Great work Allison...Oh and I know a few mothers who like these ads inspite of running after their kids all day long...!

AR, Phoenix, AZ (Sent Tuesday, January 06, 2009 10:54 AM)

Rollover minutes are the biggest marketing farse ever! If you're on the right plan, you will never need or use them. Hey, AT&T just how many of these sacred minutes are getting used? Not many....if you didn't need them one month, chances are you won't need them next month. AT&T is just playing on your fear that you'll get a big overage bill....but those days are over. Most customers know their usage and buy the right plan. Any charges beyond rate plans are coming from data and texting...think back to the days of roaming and long distance. Carriers need to make money...customers pay for new services until the service becomes mainstream - think voicemail. Who wants to be paying extra?!?!
So, that's what makes the Hesse Sprint ad so compelling. He's speaking to customers' needs - All-in-One plan....so you don't pay extra. The days of Minutes are over - it's all about data now!! He's quietly giving you what you want....and need. Great ads! Sprint is moving ahead...

CoCo, Pittsburgh, PA (Sent Tuesday, January 06, 2009 10:54 AM)

Tivo, people. Tivo. No more commercials!

John Doe, Seattle, Wash. (Sent Tuesday, January 06, 2009 11:01 AM)

I love my Sprint phone and service. In the ads, Dan comes across as a very sincere and honest man. I'd like to see the CEOs of Verizon and AT&T try to pull that off on TV. I think it would be impossible, based on what I've seen of them. It's a personal connection that the Sprint ads with Hesse are trying to achieve, and I think they do that superbly. I sure don't connect with the nerdy Verizon guy with glasses. He reminds me of a stalker or something worse. And is there a more redundant tagline than "Can you hear me now?"  My English teacher must be cringing at that ... and the stalker guy.  The humor is lame in the AT&T commercials. T-Mobile ... well, I can't recall any T-Mobile commercials.

Ed, Memphis, Tenn. (Sent Tuesday, January 06, 2009 11:05 AM)

Dan Hesse was the former CEO at AT&T Wireless when I worked there. He had a photo shoot scheduled with Fortune magazine and when they showed up at the executive suite he began whining like a baby, "Tell them to reschedule, tell them I'm sick, make them go away." The executive assistants had to literally talk him into carrying out his commitment. I think of this incident every time I see one of those commmercials!

TDMA, Redmond WA (Sent Tuesday, January 06, 2009 11:05 AM)

Dan talked about the ads in this interview with USA Today. Check out the link below:

http://www.usatoday.com/money/companies/management/five/2009-01-04-5qs-hesse-sprint-nextel_N.htm?csp=34

Ed (Sent Tuesday, January 06, 2009 11:20 AM)

This ad stem from his first appearance, in which he gave out his email address and told his customers they could contact him personally. It gave a face to a company that desparately needed on. I'm not surprised they're continuing on that tract. But the writing could be punched up some.

SW, St. Louis, MO (Sent Tuesday, January 06, 2009 11:20 AM)

Allison:

Are you the advertising barometer that we all seek? I presume you have a degree in marketing/communications/advertising OR maybe tens of years on ad creation / publication? If you did, I'm sure you will appreciate where the Sprint ad is coming from & your article would not be lopsided or riding an one way street.

Your article was lopsided in many ways. Hesse's commercial, taken in Times Square (yes full of color, etc ...) is in black & white to prove a point - that the Sprint plans are black & white. They are simple. They get to the point without a lot of distraction (ATT, TMobile) and direct. Simple.

Sprint does not need to have cheap gimmicks about rollovers, free travel, etc ... Example: If anyone were to enroll into TMobile because of the free travel, based on the ad, then I'm sure you will agree that person is a sucker for these type of foolish ads.

Sprint has its issues no doubt. But name one carrier that does not have a blemish in its service record. I have used ATT, TMobile & Sprint in these past 12 years & I have stayed with Sprint for the past 7 years. Do I want to throw the phone out the window due to bad call? Yes dfntly. But then who is going to give me 100% reliability & guarantee? No one. Because no one can.

You talked about pencils & calculators. Where did that come from? Do you keep a calculator/pencil handy for all other ads? Or do you rush to the supermarket the moment you see an ad jingle that you like for cornflakes?

In closing, please be constructive - not disparaging about an ad. A constructive criticism leads to healthy dialogue as opposed to mud slinging - which we have enough already imo. They are a lot of bad ads no doubt; but truly Sprint, imho, is not one of them. Hesse is the face of the company & he is putting himself on the line when he espouses about his products. Have you seen Exxon Mobil CEO coming out & talking about his profits & why it needs to be that way? Or any of the financial companies of recent doom shoring up their companies?

Have a nice day.

Max, Portland, Oregon (Sent Tuesday, January 06, 2009 11:24 AM)

My favorite Sprint Customer Dis-Service Experience: Reps that can't transfer calls between call centers... Wow, I can text on a cell phone, but can't get back to the needle in a haystack employee that could actually somewhat help me. Maybe Dan needs to pony up for a "Simply Everything" plan for his land line.

P Geddon, Dallas,TX (Sent Tuesday, January 06, 2009 11:27 AM)

At our house we love the ads.  In fact, this weekend we were talking about one of them when it came on. (Made us talk about going to New York.) The ads are not loud, or silly, or demeaning.  They are intelligent and thoughtful.  The shots are well done, the music pleasing.  Frankly I like not being yelled at, and I much prefer these simple, elegant ads to shots that apparently come from frat parties.  And yes, I am a Sprint customer, and a very happy one.  After Hurricane Katrina disrupted our service temporarily during the days following the storm, they waived our entire bill, even though I was never completely without service. I didn't ask for the waiver, it simply appeared. I have never been ill-treated in any way.  Good company, good ads.

Sprint User, Jackson, Mississippi (Sent Tuesday, January 06, 2009 11:34 AM)

Talk about "snoozy"! How about an article on cell phone company advertisements?

The bottomline is that if I EVER see another "witty" roll-over-minutes commercial again, I'm probably going to go to Gaza, because that might be a better time than watching one of those. I don't care what you think of Dan Hesse - he seems like an ok guy to me. But accusing those roll-over commercials of being "witty" could only possibly be true on Opposite Day - that is to say, they're not witty.

Jolie Rae, Scranton, Pennsylvania (Sent Tuesday, January 06, 2009 11:52 AM)

Simple. He gets $1 Million PER COMMERCIAL ! Some would call that conflict of interest. I am a Sprint employee by the way.

Sprint Employee, Overland Park KS (Sent Tuesday, January 06, 2009 11:54 AM)

It's funny how different people's experience with Sprint is. I've been using them for nearly 4 years without any hassle. My bill was incorrect one time and a single polite call got the charges corrected. I even had a Sprint employee call me to inform me that mid-month I had already racked up nearly $20 in text messaging and offered me a text plan to save money. A different company I used to be with wouldn't have done that (from experience). I've never had any problems when calling customer service to inquire about plans, phones, etc.

I don't mind the ads, they're fine. It's something different, something new. The Verizon and AT&T ads are boring and lame after the first one or two views (then you have the rest of the tv hour to watch them another 4 times).

Not to mention the fact that the phone plans that Verizon, AT&T and others can offer me don't even come close to the deal that I get from Sprint.

Rabbit, Portland, OR (Sent Tuesday, January 06, 2009 12:06 PM)

I just don't get the black and white - it looks like depression-era photos (which unfortunately may be appropriate....).

Carol, Raleigh, NC (Sent Tuesday, January 06, 2009 12:07 PM)



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