March 24, 2014
New ad campaign features quirky new Sprint Framily – the Frobinsons
By Dave Mellin
Meet the Frobinsons – an all-American family as quirky and unique as your family and the stars of a new advertising campaign from Sprint launching today.
The Frobinsons campaign highlights the Sprint Framily Plan that lets consumers decide who they consider family, designed specifically with the new American family in mind. It is an episodic story that will unfold during the coming months, designed to deal with the ever-changing mobile industry. The creative allows for surprising cameos from stars of sports, music, screen and stage, who will soon appear.
The Frobinsons are a collection of diverse individuals blended together into a Framily group. Dad is a talking hamster voiced by Andrew Dice Clay, while mom is the voice of reason and the sane person in the group played by actress Judy Greer. There are two children at home, including son, Zack, whose interests range from video games to scrapbooking to ventriloquism, and 8-year-old daughter Heidi – who is so sweet she has animated birds flying around her head at all times and who only speaks in French.
Other members of the Frobinsons include Chuck played by new Saturday Night Live cast member Kyle Mooney, who is the older sibling “away at college,” although he’s home most afternoons; Chuck’s roommate, Gordon pronounced Gor-Don, who is all Goth but still part of the Framily; and Grandpa – a man of the world who is full of experience and knowledge, and someone who isn’t fond of his son-in-law. Aunt Tia is a respected avant-garde artist who brings her Latin roots to life through her expressive work.
The fully integrated campaign is extensive, launching with two broadcast spots “Framily Portrait” and “Meet the Frobinsons” that air across national network and cable TV, as well as in-store and a number of digital and social extensions. Print and outdoor advertising will launch in the coming weeks.
A new theme is being introduced as part of the campaign: “Happy Connecting.” Sprint is also introducing a new color palette to complement the company’s familiar yellow and black.
America’s Newest Network
In addition to the Frobinsons campaign, a print and outdoor advertising campaign launched in mid-March in Kansas City, Dallas/Ft. Worth and Houston messaging the Sprint network as “America’s Newest Network.” The new Sprint network has been built from the ground-up providing faster speeds, better call quality and fewer dropped calls to keep our customers connected to what’s important to them.
Dave Mellin is a communications manager for the brand, advertising 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 email@example.com.