Sprint’s impossible problem
Sprint is the underdog, being massively outspent by AT&T and Verizon. It looks like they have no chance.
Brass Ideas big idea
It’s good to have an enemy. We gave Sprint two – the whole oppressive wireless industry and static on the line. This gave them an unbeatable emotional and rational one-two punch.
For the decade that this campaign ran, Sprint led the category in purchase intent with half the ad spend of competitors.