Creativity

Robots confer and decide that Sprint is their choice for the lowest priced unlimited mobile

By Kyle O'Brien | Creative Works Editor

Sprint

|

Creative Works article

May 18, 2018 | 4 min read

Evelyn and her band of mocking robots are back to promote Sprint and question why their maker is still with Verizon in the newest chapter of the AI-inspired campaign.

Part of ‘The SuperIntelligent Mission’ campaign, done in collaboration with Droga5, the launch film, ‘Time to Go,’ continues the action started during the Super Bowl, which introduced smart robot Evelyn. In that spot, a scientist testing the intelligence of the chess-playing robot is surprised when she starts speaking directly to him, asking why he is paying more for Verizon when Sprint coverage is nearly the same for half the price. The other robots in development start mocking the bespectacled scientist in a comical-yet-sci-fi-creepy show of AI unity.

In the ‘Time to Go’ iteration, Evelyn returns with her friends Arm, Atlas, Roberto and Sassbot. The not-quite-human group is on a super-intelligent mission to learn more, share their findings, and help consumers save money in Sprint’s latest creative campaign, while still taking jabs at the scientist.

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Sprint robots

Robots make themselves available to Sprint in latest campaign

The 60-second launch spot begins airing today (May 18) in movie theaters, online and this weekend on ESPN and TNT during NBA Conference Finals. In the ad, Evelyn continues to evolve but still can’t comprehend why some humans choose to pay so much more with Verizon when all networks are great and they could be saving with Sprint. As she sits playing piano, she stops, looks up at the scientist in the recording booth and asks again why he is still with Verizon. She feels this is illogical and together with her robot friends, they decide to visit Sprint’s headquarters to learn more and help spread the word, with Sassbot telling the scientist, “See ya later, Dr. Dumbface,” as they crew drives towards Sprint in a golf cart.

The story continues at Sprint HQ where the robots are making friends with employees and learning about the latest promotions from Sprint. Also on-air now, according to a release, is a 30-spot featuring robot Atlas storming into the Sprint marketing department, excited to make sure everyone knows that customers who switch to Sprint can get 50% off the Samsung Galaxy S9 with a Sprint Flex lease and the best price for unlimited talk, text and data.

“Everyone deserves a great network and the best price for unlimited, which is exactly what Sprint offers,” said Roger Solé, Sprint chief marketing officer. “We appreciate that the robots embark on a crusade to help humans understand that Sprint is the logical choice.”

Also launching today is a series of social videos called ‘Road Trip’ that highlight Evelyn and her friends' adventure from the lab to Sprint HQ.

"Who better to explain Sprint’s clear and logical advantage than the one group incapable of hyperbole or category apathy: super intelligent robots that only deal in facts?” asked David Droga, creative chairman and founder of Droga5.

Sprint: Time to Go by Droga5

By Sprint

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Droga5 is a New York City-based global advertising agency with an additional office in London. The agency works across all platforms including, broadcast, print, digital and social, experiential and out-of-home.

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