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, transferring 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.