Talk about emotional

Sprint girl screen shot baby
Leo Burnett’s “Girl” spot for Sprint

I know it seems like all I do is bitch and grouse and criticize about what people do wrong in marketing. At least that’s what my daughter thinks I do. But I wanted to bring this spot to everyone’s attention. It’s a simple commercial from Sprint that started airing last fall. And I saw it again tonight. The concept is so simple and so beautiful, and being the father of a little baby who’s all grown up, emotionally knee-weakening.

Done by Leo Burnett, it features a “time lapse” of a little girl growing up before your eyes, all on a smart phone. The message is the longevity of Sprint’s service with the Samsung Galaxy SIII smartphone and its unlimited text and data. A hand touches one phone to another, transferSprint girl screen shot 2ring the images of the talking girl instantly from one person to the next, as she grows older by the second. To me the gesture is so perfect, and reinforced by the poignant soundtrack of Alexi Murdoch’s “All My Days”. I was a goner. And if I weren’t so hip deep in my contract with AT&T (curse them!) I’d definitely reconsider Sprint. I may still.

I’m going out on an uncool limb here and state that it’s a great and memorable ad, obeying all of the 9 Unbreakable Rules of Marketing. But especially #3 Creativity, #5 Simplicity and #7 Emotionality.

But that’s just my empty-nester opinion.





  1. Cheryl Vandemore

    Agreed. This is touching and even though the relevance to the promise is a bit of a stretch and even though I could do without the word “unlimited” for a while – this really works.

  2. Yrrebsne

    I agree about the overuse of the word “unlimited”…which can work both ways. But so many carriers use it now that it’s become invisible.

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