ABOUT ADS OF THE WEIRD

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

Are you kidding me?  Whoever just posted this article is obviously more interested in listening to mindless, tasteless commercials than the direct approach, which Sprint seems to be taking.  I rather appreciate Sprint's approach because it doesn't insult my intelligence.  The commercials involving the missed cell calls are just ridiculous and silly.  

I am not defending Sprint or their customer service.  Quite the contrary.  Their service is typically terrible and they to give serious attention that this end of their business.  But, please, author of the above article---grow up, and don't press your silly social agenda on the American people.  We do have a brain.

MM, New Orleans, Louisiana (Sent Tuesday, January 06, 2009 12:08 PM)

I love how you love misleading ads that imply that roll over minutes do not expire when after 12 months they do expire. Or how they imply that you use the rollover minutes first when you use the cu rent months minutes then rollover minutes. OH and selling the minutes at the yard sale as if you can sell them. Never is the fact that you loose any minutes over the amount of any new plan you choose poof to. Bank 1000 minutes and have 10,000 rollover minutes and bank another 100 on month 12 what do you end up with?
9,100 after the 1000 expire and the hundred are added on.  

Dave Happy Valley OR (Sent Tuesday, January 06, 2009 12:17 PM)

Well, Dan Hesse rambles about a litany of supposedly great features.  He fails to mention that to use ANY of them, you have to have to get a SIGNAL that Sprint can't provide.  I used to have Sprint.  I had at LEAST 80% dropped calls because of their lousy signal.  I gave them the boot!

Gary, Philadelphia, PA (Sent Tuesday, January 06, 2009 12:33 PM)

I think it's funny that some of you actually like Sprint.  As an AT&T Mobility employee, I can tell you that picking off customers from Sprint is literally like taking candy from a baby.  

Sprint is bleeding to death.  Their merger with Nextel was a textbook flop.  They continually lose subscribers every quarter while we & other legitimate carriers add each month.  

You're on a sinking ship, folks.

Matt, Dallas (Sent Tuesday, January 06, 2009 12:41 PM)

We cancelled our Verizon landline and went all Cell (Sprint),  Verizon billing was as screwed up as a Chinese fire drill on a B-29.  Sprint is great.  We have four parties on one account for less than $90.00 monthly.  No smoke signals here!  

Ken Eaglefeahter Watts (Sent Tuesday, January 06, 2009 12:47 PM)

I miss the guy in the Black Trenchcoat...........

Jim, Atlanta Ga. (Sent Tuesday, January 06, 2009 12:51 PM)

I couldnt agree more with the article above! Dan Hesse really should stick to just running the company. Those commericals are absolutely terribly boring! Microsoft needs to something about those Mojave commercials also they stink even more!

James Ct (Sent Tuesday, January 06, 2009 1:01 PM)

Sprint CEO with all the perks and he has to do the comercial and take money away form some starving actor or whatever??? the guy is a non-plus in so many ways it hurts Sprint and that's good because they go for the big-market areas and let rural America with no coverage at all same for AT&T and the rest... it's all about money not providing good service.

Micha, CA (Sent Tuesday, January 06, 2009 1:08 PM)

I have three Sprint phones in my drawer.  They have the worst customer service since the Soup Nazi.  With my first Sprint phone I couldn't even get service in Westwood, KS where I live and where Sprint's HQ was at the time.  I think their ads are like their company, lifeless.

Jow Whisler, Westwood, KS (Sent Tuesday, January 06, 2009 1:13 PM)

I've been with Sprint for almost 2 years now. I can't wait to go back to T-Mobile. Good riddance to bad rubbish. Sprint has been nothing but a hassle, with their incorrect charges, and bills that are different every month. I thought it was supposed to be one price!  The ads are horrible just like their awful customer service. It's a crime they're even still in business.

Jeramy, Austin, TX (Sent Tuesday, January 06, 2009 1:14 PM)

Some unscrupulous advertising agency took the man's measure immediately, and got the account by pitching to a vain CEO the notion of his own charisma as the drawing card for a revitalized Sprint.  Now he's living out his fantasy of walking suavely through a black and white Woody Allen world, owning Times Square and Central Park.  

Either that, or he walked into a conference room and actually demanded to appear in the ads himself.  The man has all the charisma of George Pataki (whom he resembles), and yet the obvious subtext of the ads is that if you have a Sprint account you'll be keeping company with the cool guys, like HIM.  Meanwhile, isn't Sprint still downgraded to a a junk stock?

Fools' names and fools' faces are often seen in public places.

jh, nyc (Sent Tuesday, January 06, 2009 1:14 PM)

When the ad first came out he was bragging "and you can do all that for only $99 a monnth, pretty smart eh!" I thought I was going to bust a gut, I have NEVER paid that much for service. I noticed they cut that part out of the commercial. I think the commercial is condescending & talking like they have something original, when they are just the same...

Bob Malcomb (Sent Tuesday, January 06, 2009 1:18 PM)

I find it grating when Big Shots "dress down" to talk to us peasants. They look like the director suggested they lose the tie, unbutton the top button on their $500 shirt, and roll up the sleeves a little since they're trying to convince the peasants that he's a regular guy just like them. And when they make their pitch, always pointing out their position as CE-whatever, it becomes obvious they're doing the ad to prop up their ego, since they can't claim any real responsibilty for the company's success (that's done by the employees), just their own ability to manoeuver themselves into a high paying job.

t. komerska, troy, mi 48098 (Sent Tuesday, January 06, 2009 1:43 PM)

Matt,

You belong in front of a door so your customers can clean their shoes as they leave.... You are full of it..

JD KS (Sent Tuesday, January 06, 2009 1:47 PM)

Allison, with respect you are wrong. Dan Hesse is speaking to adults. Kids love phones and rack up billions of txt msgs daily, but they don't pay the bills. Sprint's point: wireless carriers make things very confusing, no doubt on purpose.  While still expensive (but less than AT&T & Verizon) Sprint has simplified the remarkable confusion. And Dan is believable.

AT&T rollover funny? Please! And the msg is off point. Think about this: Why create a commercial where the whiny mom has to “stand-up” and protect rolloever minutes? If rollover minutes where so great they would be USED. Those commercials send the wrong msg, a perfect example of funny (not) being the wrong medium.

T-Mobile could win Emmy’s for their commercials (they won’t) but that wouldn’t change the fact that their dependability is flat-out miserable.

In my opinion Verizon has the best commercials. They emphasize strength and call success while sometimes funny.

Sptint commercials are fine.  Now they should follow Verizon’s theme of infrastructure and dependability.  Good luck to them.

Wayne, Lancaster, PA (Sent Tuesday, January 06, 2009 1:55 PM)

I like the ads. They are relaxing. I'll never use Sprint, but I like the ads.

Miss Melanie, Philadelphia (Sent Tuesday, January 06, 2009 1:56 PM)

When watching the ad with the CEO walking through the street, one might notice that the phone he is holding is never the focal point of the ad.  I believe that Sprint executives are unwilling to part with money to provide customers with a full touch screen phone that also provides capabilities for the business minded.

If you go to www.htc.com, you will be intrigued by the many interesting and very capable phones that can compete with AT&T and Verizon.  However, this is the European site and one will not find these phones in the U.S.  In the U.S., we are limited to what is at www.htc.com/us and then the selection is further broken down by carrier.

I have been with sprint for many many years and finally gave up asking them to bring one of the "good" HTC models over to the U.S.  - I guess it is too much trouble to pay for something people will buy, or maybe Sprint executives are unwilling (or unable) to take a risk, or lose some personal income and reinvest in their own company.  Sprint is hemorrhaging customers, and the executives still have not acquired a touch screen phone that is not a toy (or useless).

My new years resolution was to quit Sprint and go with a company that knows how to please customers.  Switching cost me $1000.00 in penalties to cancel 5 phones and one aircard, but the cost was well worth it.

In closing, I must be fair and admit I have had very little trouble with Sprint customer service or reception.  They did a decent job in those departments.  

Rick Honeycutt Kennesaw, GA (Sent Tuesday, January 06, 2009 2:12 PM)

I thought the CEO approach was a great way to introduce the "everything your phone can do for a flat rate" pricing system. I don't appreciate being nickled and dimed for every 30 seconds spent online or each text message sent, and I hope the other companies will follow Sprint's lead.

Bob, Phoenix, AZ (Sent Tuesday, January 06, 2009 2:14 PM)

I think these ADs are all designed to reach people who are "switching" or in the market for a new phone.  I am not going to pay a penalty, and cancel a PHONE PLAN over to Sprint b/c the CEO is pitching the product.  Lee Iaccoca Had PIZAZZ!!  Siefeld Had Pizazz, but when he teamed up with BILL GATES to pitch a product, the ADS FAILED.  I don't think it matters if the CEO is selling the product or not, the CEO HAS TO HAVE A CERTAIN AMOUNT OF CHARM AND CHARISMA TO SELL THE PRODUCT, or it's all a waste of ad dollars.  With Billions spent on Madison Ave every year on Ad Campaigns, you would think they could come up with something more glitzy to make someone "switch" phone companies.  I for one tried Sprint, and agree with the other writer, DAVIDSGROUP, that Sprint's service is blotchy, and unrealiable in bad weather, and their AD  sort of mimics that dreary, cloudy service they offer.

Lon Dunn, Sr. Alexandria, VA (Sent Tuesday, January 06, 2009 2:22 PM)

Having Sprint is like saying love is never having to say you are sorry.  Do not, I repeat, do not EVER believe anything a rep says.  I did, unfortunately, after questioning her at length...Sure enough all the things I feared came true and now I am "patiently" waiting for the end of the contract period.  I wrote a paper letter to Mr. Hesse and did get a call from a "higher up" except she was unable to do anyting about my account.
What DO they pay those people for?  My Sprint folder with their errors is getting too fat for one folder.
You people who like them have just been lucky!  Check out Consumer Reports for what most people think of them.

Ann Agray (Sent Tuesday, January 06, 2009 2:26 PM)

At least these ads are straight forward and say something that is clear.  They are one heck of a lot better than the vague Texas Weedeater Massacre ad or the Instinct waterproof mascara ad.  Those ads didn't tell you what Sprint was selling.  As for saving money - get real.  If a company doesn't reign in the spending they will get crushed by Wall Street.

Sprint has more applications and valuable services than any other carrier.  There are 150,000 developers building those aps.  As for "The Network" that Verizon advertises - Sprint and Verizon roam on each other's networks so all of that advertising is hogwash.  Verizon doesn't have a better network - they have the same network.

Mitch, Potomac Falls, Va (Sent Tuesday, January 06, 2009 2:28 PM)

Man, you people get on my nerves.  Pick a phone/cable/internet/auto company and there are good and bad points but in the end they are all the same.  Go with whoever gives you what you need for the least money.  

Personally I like the ads.  They're simple, they get the point across and they stand out.

And thanks for the press!  I'm sure more people know the who the CEO of Sprint is than Verizon or AT&T.  And I'm glad Dan's putting his name, face and reputation on the line for the company.

another employee, WI (Sent Tuesday, January 06, 2009 2:47 PM)

Sprint stinks...

Go AT&T... Rollover rocks.

Mike (Sent Tuesday, January 06, 2009 3:00 PM)

I couldn't disagree more with your "review" of the Sprint commercials. I like the fact that Sprint isn't trying to pitch their service to 19 year-old college freshmen. I find it comforting that a company is finally advertising to the mature, "no-nonsense" audience. Rather refreshing than hearing about how you get these minutes rolled over so that, even though you pay twice as much, you can accumulate 10 million roll-over minutes that you'll NEVER use. I think the straight-forward approach by the CEO (are we forgetting that NO OTHER COMPANY is using their executives in this fashion) is great. I'm certainly willing to pay my money to a company where I can actually SEE that the CEO is DOING SOMETHING rather than collecting a bailout check.

Jeremy, Austin, TX (Sent Tuesday, January 06, 2009 3:09 PM)

neutral commercial, great service through sprint.

joe, kansas (Sent Tuesday, January 06, 2009 3:31 PM)

I am in sales and I am torn between ambivalence and admiration for this Sprint ad campaign.  On one hand, I applaud the fact that the CEO is actually talking to me. I think that this is a great way to differentiate the Sprint brand from all of the others.

On the other hand I think the message could be enhanced and juiced up with a bit more enthusiasm.  He has a good story to tell so why not be more excited about it.

Dominick Cannatelli, Dallas, TX (Sent Tuesday, January 06, 2009 3:32 PM)

I've been with AT&T, Sprint, and now Verizon and no matter what each on is advertising they are all the same. Each one has terrible billing practices and all have terrible customer service. When I finally reached my limit with Sprint and wanted to terminate my service with them it took about a year before they finally stopped with the collections threats and harasment, and guess what I didn't even have a contract with them. I was on a month to month status for over a year. We'll see which provider is next after Verizon?

Edward Carlier, Murrieta, CA (Sent Tuesday, January 06, 2009 3:41 PM)

Simple, elegant ads from someone who actually cares about the product he's pitching.  All ads should be this classy and understated.

Kim, Marlboro, NJ (Sent Tuesday, January 06, 2009 3:54 PM)

I just upgraded my Nextel service to Sprint, because of the commericals.  I greatly resent companies trying to entertain me to buy their products. Give me the facts, I'm fully capable of making my own decision. I'm very happy with the "Everything" plan. It does everthing I need.

Nick Samra, Palm Bay FL (Sent Tuesday, January 06, 2009 4:08 PM)

I am a Sprint user simply because I can't get out.  Their customer service is a joke and their cell service is even funnier.  Dropped calls, no signal half the time (and I live in a semi-large metropolitan area).  No matter who is in the commercial or how artsy it is the service is still weak.  Spend some of that money to upgrade the service and then maybe I'll believe what Dan Hesse says.

Terri, San Bernardino, California (Sent Tuesday, January 06, 2009 4:33 PM)

Like most "vanity" ad campaigns featuring a CEO, this one is a snoozer and actually creates a class barrier between the viewer and the messenger. It just screams "RICH GUY talking down to me." The ad agency that sold Sprint this concept should be fired.

Greg (Sent Tuesday, January 06, 2009 4:43 PM)

I don't even know what the other CEO's look like.  At least he's willing to hang it all out there and indicate that here I am.  If you see him on the street, you can now approach him and if you're as bold then as you are here, you'll get your opportunity to tell him your "thoughts."

The other CEO's, I don't see them giving you that chance by throwing their cajones behind their employees, products and networks.

TCO, Overland Park, KS (Sent Tuesday, January 06, 2009 4:46 PM)

The spots are brilliant.

Time square is one of the most color-filled spaces on the planet - yet the commercial is in black & white.

The contrast is what makes you pay attention to what he is saying - which is the point of advertising.

Matthew (Sent Tuesday, January 06, 2009 4:54 PM)

It's funny to see people talk about how horrible the customer service is with Sprint.  Sure Sprint had that reputation years ago, but Sprint has actually been winning awards these days for there outstanding customer service.  I dont see why everyone isn't with Sprint.  They have cheaper plans there competition, and just as good of coverage. With these hard economic times you would think people would want to save money.

Brandon, Sacramento CA (Sent Tuesday, January 06, 2009 5:38 PM)

When was the last time we saw a CEO pitch his own company?  I think it is fantastic that Dan is putting his own face on his product...the "top man" talking to people about his company's service, rather than a celebrity doing it for him.  I am a Sprint customer and, yes, their service sucked in the past but is certainly getting better.  Dan has had a very positive impact on the company.

As for the AT&T commericals, it makes me wonder...if I were to have so many leftover minutes, maybe I'm not on the best plan for my needs.  Maybe I'm paying way too much for minutes I never use by the end of the month.  Sure they roll over, but if I'm rolling over 200 minutes a month, how much could I have saved each year by choosing a less expensive plan with fewer minutes?

Nick, Denver (Sent Tuesday, January 06, 2009 5:47 PM)

I own only one prepaid cell phone, costs me $15 a month and has everything I need!   I stay away from the full-blown cell phone "market" for many of the reasons stated below - poor customer service since the industry's inception; mall-concourse based, here-one-day-gone-the-next outlet retail model; and the fact that almost every cell phone sales guy looks like he might be out at the club trying to scam your sister later that night.  So why in God's name would I ever fork over $60-$90 a month to get involved in that mess?  

Mike B, Hartford CT (Sent Tuesday, January 06, 2009 6:08 PM)

My hope is that SPRINT has a Super announcement to make about a new Google phone at this years CES 2009 show in Vegas and that's why there flooding the market with commercials.  This has to be their hope since it isn't wooing over customers with their drab selection of handsets.

David, Austin, TX (Sent Tuesday, January 06, 2009 6:51 PM)

Great, simple, to-the-point ads. I wish more ads were like this and less were fluff and BS.

Tony, Jamestown, RI (Sent Tuesday, January 06, 2009 7:09 PM)

I am a Sprint employee, and everytime I see our CEO on tv, I think about the raise that I have not received for the past 2 years. :)

sprint employee, Bristol,VA (Sent Tuesday, January 06, 2009 7:09 PM)

Gotta love the self indulgence and utter narcissistic spirit of this guy who believed that above all hard trained professional or at least good looking actors out there, there is no one better than him to show up on our TV screens.  Get a clue dude! - in these times of economic downturn, scandals and corruption the CEO character is the least favorite to listen to, much less to take any example from. If it's not about the CEO's own behavior, than it's the pure fact that a man with lots of money is lecturing us.

And the pretentious music and black and white photography, like you are educated, stylish and better than all of us.  Or worst, Dan Hasse really believes that he would seem so sophisticated and above the masses that anyone watching would want to become ...him!  How pretentious!  What on earth were they thinking?

...and to kick it up a notch, someone in Sprint made the bizarre choice to name their flagship handset 'Rant'.  What’s more peculiar is all this talk about how fast, new, multimedia-capable, cool 3G phone this is in an ad made for the demographic of geriatric hospital patients somewhere in south Florida.

Just wondering, has this gone in front of a focus group?  How is this working out for you Sprint? Outselling those iPhones with this?  Do me a favor Mr. Hasse, get of my TV  screen.  Now please.

Yoav Perry (Sent Tuesday, January 06, 2009 7:40 PM)

UH, HEEEEEEEEELLLLOOOOOO. Let us contrast this white collar, stuffed-shirt, brown-nosed-his-way-to-the-top, multi-million dollar bonus baby with the average American who is watching him on T.V.  I wonder what this ad engenders?  Trust (perhaps not, in light of recent events with company leaders--say: "bailout"!), comraderie (yeah, I can see Joe Budweiser hoisting a few Grey Goose dirty martinis extra dry with this dork), affection (oh, yeah, sure, he's just cuddly)...how about...: LOATHING, yeah, that probably nails it.  Wow, how much did they pay the Madison Avenue upper East Side condo dwellers (similarly totally out of touch) for this disaster?  Good rule of thumb there, "hawkers and peddlers":  if his name isn't Lee Iacocca, keep him OUT of the commercials.

JR, Central VA/ Seattle, WA (Sent Tuesday, January 06, 2009 9:02 PM)

My family (nine members) were sprint customers for nine years.  We are now with AT&T and customer service is so much better.  Sprint chose to throw away our nine years of loyalty when they could have kept us by doing a simple thing of giving us a used phone for my son when his was stolen.  No customer loyalty.

Faye, Fort Worth, TX (Sent Tuesday, January 06, 2009 9:34 PM)

I have no idea how Sprint has managed to stay in business! Their customer service reps lie and force you to stay with them. I have never in my 44 years of lifetime dealt with such a horrible Customer Service as Sprint's. Its a nightmare! Stay away.

Ben K. (Sent Tuesday, January 06, 2009 10:55 PM)

It's interesting to me that people are clicking on a blog whose point is to give opinions about commercials . . . and then gripe at you for giving opinions about commercials.  Some people just feel the need to find someone else to complain about, I guess.

However, this is called "ads of the weird", isn't it?  It's hardly a weird commercial.

chuck (Sent Tuesday, January 06, 2009 11:21 PM)

I was given the bait and switch rate plan from  Sprint told that all 3 lines was $129 which prompted me to switch from my 800 minute plan. Received my bill and was charged $20 for my third line. Poor customer service is my motivation to leave Sprint after 10 years of service.

Abe ,Atlanta,Ga. (Sent Tuesday, January 06, 2009 11:48 PM)

Ads mean nothing when a company offers someone a deal and then renegs on the deal (which Sprint has indeed done). My contract, which if I had broken, would incur a termination fee of exorbitant proportions, is up in March. I will take up with another company, even if it means agreeing to a plan that does not quite meet my needs. Principles seem to be a rarity with Sprint -- only when it is in their favor doo they seem to believe in exercising them. A company could provide some of the lousiest service around, well, ok, average service plans and maintain meticulous, competent and courteous customer service -- they will ultimately do better than a company that treats its customers like the dirt under their feet.

Dave, Irwin, PA (Sent Wednesday, January 07, 2009 12:59 AM)

I really like it that the head honcho is speaking for the company.  the message is CREDIBLE.  I'd like to see other CEOs but their butts on the line.  Maybe we wouldn't be so skeptical of their companies' pitches.

When I saw the no nonsense ad, I dumped my Verizon contract (in spite of the $200 penalty) and singed up with the company that's not cute, but believable.

you guys that are bellyaching about execs making ad pitches are thinking old school advertising.  These days, people want accountability.  You get that when the CEO and his job are on the line.

Tim Orden (Sent Wednesday, January 07, 2009 3:42 AM)

I heart SPRINT!!!!  They offer the best rates and service.

Jack Fact (Sent Wednesday, January 07, 2009 5:00 AM)

Sprint...good price, good service.  Happy for them and wish them great success!  Been a customer 5yrs and highly recommend!!!  Especially for data users!  I love to giggle about what verizon people pay.  

Lisa, Ohio (Sent Wednesday, January 07, 2009 8:39 AM)

I actually think the ads are classy and a nice change.  They show the leader of the organization telling about their services, and not a paid celeb, animal, cartoon, or kid trying to sell you.  I like the black and white and the music as well.  Well done!

Mike McCormack (Sent Wednesday, January 07, 2009 8:39 AM)



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