March 2, 2012
/PRNewswire/ -- Team Sprint, comprised of integrated brand agency Digitas and global ad agency
, released the first
[of series] for Sprint (NYSE: S). The 30-second spot features NBA star forward
and aired during NBA All-Star Weekend 2012 spotlighting Sprint as the nation's only wireless provider with a truly unlimited data plan. Durant was named the 2012 Kia MVP of the NBA All-Star Game MVP after scoring 36 points to lead the Western Conference in a 152-149 win over the Eastern Conference on Sunday night.
The campaign is centered around the notion that on most plans, when a person gets close to the end of the month or close to limits, they are faced with a tough choice: is that data download worth it? For many, it isn't an easy decision and ultimately makes a person pit data vs. data. Are certain pictures better than others? Is a video of your child's play better than the app you need for work? Is a sports highlight better than an email from mom?
The spot with Durant highlights the types of tough questions people have to ask themselves if they don't have an unlimited plan. Durant's signature move was pitted against a mobile game "Doodle Jump." For those without an unlimited data plan, "Doodle Jump" prevailed.
Sprint awarded Publicis Groupe's Team Sprint, led by Digitas, as its primary marketing-communications partner along with
. The scope includes general advertising, offline media, digital buying and planning, and analytics. The assignment took effect
, and is managed from the Digitas Chicago office. Executive lead for Team Sprint is
, President, Digitas.
"We linked Sprint's new NBA partnership with a leading scorer and premiere player to reinforce the distinctiveness of the Sprint network and its unlimited offering," said Weisman. "Mobile is a primary connection point and it makes sense that Sprint is targeting an audience living across multiple screens."