G4 to become 4G for the week, confusing old people

By T.L. Stanley on Tue Jul 27 2010

Images In the tech world, 4G stands for fourth-generation cellular infrastructure. On the TV dial, G4 stands for...who knows? So does it make a difference if one swaps out for the other? Probably not. It makes marketing sense, says Sprint Nextel, a brand that's inked an unprecedented deal to rename a cable network to reflect the product it's hawking at the moment. G4, the channel best known for nerd-friendly "it" girl Olivia Munn and loads of video game coverage, becomes 4G this week. Along with the new moniker, the network will feature a number of on-air graphics, vignettes and branded entertainment segments that will weave the Evo 4G next-generation smart phone into series like Attack of the Show and X-Play. That's in addition to media buys that will tout the wireless device. The rabid gamer fans of this network, accustomed to seeing consumer products embedded in their video games, may not consider the promotion an intrusion. Sprint hopes they get the message, though, because G4 caters to just the coveted 18-to-34-year-old influencer audience that's a prime target for new internet-enabled gadgets. It's an interesting experiment that could probably only happen on a low-rated, eager-to-please-advertisers cable channel. In other words, don't expect ABC to suddenly become ABC Carpet & Home or USA Network to be US Airways.



Movies don't interrupt you. So, don't interrupt them, says Sprint.

Posted on Wed May 19 2010

Sprint is trying to do the right thing by telling people not to talk or text during movies, but the full effect of this 3-D cinema ad is lost in 2-D, since its focal points are the gimmicky 3-D immersion sequences. Still, we'll assume it looks awesome on the big screen! It's nice to see Sprint getting involved in the vital cell-phone-etiquette education process, as makes them look like a responsible company instead of a irresponsible, avaricious one. Which is handy, because Sprint could use a karmic balance reset after selling out its customers to the government last year.

—Posted by David Kiefaber

Just try to keep up with Goodby's latest commercial for Sprint

Posted on Fri Apr 10 2009

Sprint has pulled the plug on those ho-hum ads featuring CEO Dan Hesse and now gives us information overload: a new spot, via Goodby, Silverstein & Partners, San Francisco, showing the myriad of things our phones can do. (As in, aside from calling people.) For instance, according to the ad: There are 1,041,667 e-mails en route, and 7 percent of these carry the words "miracle banana diet." ("They're hitting 63,000 spam filters, now," the voiceover says, just as a woman shields herself from falling bananas with an umbrella.) And, did you know? "Two million people are sending a text message during a business meeting. Most popular subject: diapers." (Who wudda thunk?) And then, against a screen of computer-generated birds chirping, we learn that "233,000 people just Twittered on Twitter" and that "26 percent of you viewing this have no idea what that means." "Hay carumba!" as Bart Simpson would say. Now, it just remains to be seen whether such intense phone capabilities are enough to make AT&T and Verizon users switch to Sprint.

—Posted by Elaine Wong

Sprint ad lets you see Nascar as Hunter S. Thompson would

Posted on Mon Feb 23 2009

To be honest, we never found Nascar all that interesting, but this new ad for the Sprint Cup makes us look at it differently. The TV spot employs what’s known as “light graffiti” to render the cars into winged bats and monsters, so it looks sort of like how Hunter S. Thompson might have envisioned the race after a few tabs of acid. Sprint, working with Goodby Silverstein & Partners, seems to be progressing in its use of light technology in its advertising. At least it's a welcome change from those talking head CEO ads.

—Posted by Todd Wasserman


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