February 13, 2015

Kevin Durant dominates a new “court” in latest ad from Sprint

By Dave Mellin

As a defense attorney, Durant “guards” against high wireless prices from other carriers

For the past seven years Kevin Durant has made his mark on the NBA hardwood. Now, Durant crosses over to dominate a different kind of “court,” starring in the latest TV spot from Sprint.

Sprint released a short clip from a forthcoming 60-second TV commercial today. The full 60-second spot makes its national debut Sunday night, Feb. 15, during the Sprint Halftime Report of the NBA All-Star game on TNT. The launch of the commercial campaign marks Durant’s fourth consecutive year as a spokesperson in Sprint’s national advertising.

“I've been working with Sprint for several years now and we challenged ourselves to do something different for our newest commercial,” Durant said. “The ‘Cut Your Bill in Half' ad was a fun spot for me to shoot and I loved being in the courtroom and playing ‘KD, Esq.’”

In the ad Durant plays the role of an attorney who defends against the high wireless prices other carriers charge.

“Kevin is a fixture in our NBA marketing initiatives because of his skill as a basketball player and his character as a person,” said Jeff Hallock, chief marketing officer-Sprint. “He’s beloved by fans, and when the full ad runs they’ll see his personality on full display. He’s funny, endearing and he communicates the great value Sprint offers consumers.”

Sprint will air 30- and 60-second versions of the ad during the coming weeks, complemented by innovative digital and social extensions of the ad concept. The new spot and all extensions were developed by New York-based advertising agency Translation.

Last Sunday, Durant began teasing that something was coming using his personal Twitter feed (@KDTrey5). The hints have continued throughout the week with additional tweets.

This is the latest TV ad from Sprint touting the Cut Your Bill in Half Event, targeting Verizon and AT&T customers. For more information visit www.sprint.com/halfprice.

Dave Mellin is a communications manager for the brand and sponsorship teams at Sprint. Based in Denver, he can answer questions related to Sprint’s sports and entertainment sponsorships, and advertising. You can reach Dave at dave.mellin@sprint.com.

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