April 07, 2017

Media Contacts:
Michelle Leff Mermelstein, Sprint
703 592-8357
Marianne Stefanowicz

Sprint Unveils ‘Works for Me’ Campaign with Renewed Focus on the Customer


Initial Ad Highlights Carrier’s Best Price for Unlimited

NEW YORK – April 7, 2017 – Sprint (NYSE:S) today launched the first ad in its new customer-centric campaign, “Works for Me.” The campaign showcases Sprint’s renewed promise of working obsessively for its customers and commitment to creating a brand experience that “works for them.” The first proof of this commitment is Sprint Unlimited, which will be showcased in Sprint’s newest ad called "Brent & Uncle Phil."
In a time when choosing a plan can be confusing and complex, Sprint recognizes the customer’s desire to have a plan they can count on – that is understandable and with no bill surprises or overages. That’s why from this Friday on, Unlimited Freedom is the primary plan Sprint offers. It works for anyone. “Works for Me” marks the first ongoing national advertising campaign Sprint has created in collaboration with agency Droga5 New York.
“Our customers are of the foundation of our business, and delivering the best experience possible is of utmost importance to us,” said Roger Solé, chief marketing officer, Sprint. “We continue to listen to our customers, and ‘Works for Me’ is the brand’s evolution in promising to keep our Unlimited solution simple, with the best price over any other national carrier. Our customers told us what works for them, and Sprint will continue to offer solutions that serve their needs day-to-day. And with our spectrum advantage and the capacity of our network, Sprint is best positioned to handle customers’ needs in an unlimited world.”
“‘Works for Me’ should be the desired response for any company that aspires to put its customers first, so we started there,” said Matt Ian, Executive Creative Director, Droga5. “This first ad demonstrates how Sprint would work for Brent and his uncle Phil: two exceptionally prolific political debaters. Sprint Unlimited would work for them and all the data they burn through fighting on social media. And if it works for them, I know it’ll work for me."

“Brent & Uncle Phil” is running across broadcast, online and social channels nationwide through the end of May. The concept of the ad was inspired by the true story of Phillip Mullard and his nephew, Brent Blackaby. The family members took an epic, 15-year political spat to Facebook in the months leading up to the 2016 presidential election that got so heated it caught the attention of the media. A familiar face, Sprint customer Paul Marcarelli, assumes a role as the voice of reason to remind customers how Phil and Brent are saving with Sprint’s Unlimited plan. The spot underscores that if Sprint can service this pair’s extreme data needs, it can service anyone’s. The 30-second ad can be viewed here.


About Sprint
Sprint (NYSE: S) is a communications-services company that creates more and better ways to connect its customers to the things they care about most. Sprint served 59.5 million connections as of Dec. 31, 2016, and is widely recognized for developing, engineering and deploying innovative technologies, including the first wireless 4G service from a national carrier in the United States; leading no-contract brands, including Virgin Mobile USA, Boost Mobile and Assurance Wireless; instant national and international push-to-talk capabilities; and a global tier 1 Internet backbone. Sprint has been named to the Dow Jones Sustainability Index (DJSI) North America for the past five years. You can learn more and visit Sprint at Sprint.com or Facebook.com/Sprint and Twitter.com/Sprint.
About Droga5
Droga5 is a creative and strategic advertising agency with headquarters in New York, with an office in London. Founded in 2006, Droga5’s clients include Anheuser-Busch InBev, Belstaff, Blue Apron, Chase, CoverGirl, Danone, Georgia-Pacific, Google, Hennessy, Johnsonville, MailChimp, Mondel?z International, The Nature’s Bounty Co., The New York Times, Pizza Hut, Prudential, Sprint, Trident, Under Armour, UNICEF, Unilever and the Y. In 2013, leading global entertainment agency WME made a significant investment in Droga5, launching a strategic partnership to best serve each entity’s clients. Droga5 has won Agency of the Year 11 times in the last 10 years and is the only agency to be named to Advertising Age’s A-List over seven consecutive years. For more information, visit Droga5.com.