Sprint is introducing a new tagline, “All. Together. Now”, celebrating the growing importance of what people are doing on their mobile devices, talking, texting, emailing, posting videos, tweeting and updating their Facebook pages. Sprint is telling customers there’s nothing stopping them, because they can be unlimited with the Sprint Simply Everything® data plan. The campaign is multifaceted across TV, print, online and social-media channels such as Facebook.
An ad for TV introduces the campaign to a national audience tonight in primetime. In the ad a series of images are shown in rapid succession of people sending email, logging onto Facebook, sending notes and pictures, posting videos, finding information online and others engaged in video chat as music featuring the All. Together. Now. tagline is played along with a voiceover that says, “Unlimited is good. And thanks to Sprint you can talk, text, and post as much as you want, for no extra cost. So go ahead world, unlimit yourself.” The song used in the ad, and variations of it that will be used in other elements of the campaign, was originally performed by the Beatles.
Click on the image below to play the video in YouTube (HD)
Additional TV commercials will be introduced during the next several months as the campaign progresses in which Sprint encourages the audience to call, text or email real people, not actors, who will be prominently featured along with their phone number and email address. In addition to TV, online banner ads for the campaign feature a woman named Veatrice Henson, a Missouri resident who turns 100 in 2011. The ad encourages viewers to reach out to her directly to wish her a happy 100th birthday saying, “Let’s wish Veatrice a happy 100th, again and again,” along with a window that provides users her actual phone number and email address so they can call, text or email her. It includes the phrase, “If you’re truly unlimited, you can text, email and call all you want.” Of course, Sprint will help Veatrice respond to many of her messages. A campaign landing page, sprint.com/alltogethernow, features a prominent photo of Veatrice, the headline “Let’s wish Veatrice a happy 100th, again and again,” and includes a bar graph showing the actual number of emails, texts and calls to Veatrice. The graph will be updated continually throughout the campaign. Links to additional video and other “Random Acts of TogethernessTM” are also featured on the site along with other unique items for people to share such as “sad potato” or “slo-mo chipmunk.”
The unlimited message is carried in a print ad that features the HTC EVO ShiftTM 4G and the headline, “Get true unlimited text, Web and calling. No overages, no metering, no worries.
The All Together Now campaign was developed at Goodby, Silverstein & Partners, San Francisco, by co-chairman Rich Silverstein, executive creative directors Jamie Barrett and Christian Haas, associate creative director/art director Kevin Koller, associate creative director/copywriter Rus Chao, group account director Rob Smith, account director Michael Chase, account manager Matt Mullin, assistant account manager Patrick Gleason, account operations director Jennifer Pao, head of production Cindy Fluitt, executive producer Carey Crosby, producer Kat Friis at E Level Films, with executive producer Tom Ruge.
Animation and visual effects were produced at eLevel Films by creative director Mike Landry, editor Mahoko Kuramasu, executive producer On Sprint TJ Kearney. Music and Sound Design were produced at Human Worldwide.
Birthday was produced by producer Rob Sondik, director of photography Scott Buttfield, producer Cheryl Rosenthal. Animation and visual effects were produced at ELevel Films. Music and sound design were produced at Barking Owl.