Sprint Evelyn Super Bowl Commercial 2018

Sprint Evelyn Super Bowl Commercial 2018

Introduction

This report describes and analyses the Sprint ‘Evelyn’ Super Bowl Commercial 2018 (H K 2018). Sprint is one of the four largest mobile and wireless network operators in the US. In the commercial, Sprint and its creative agency Droga5 introduce a super intelligent robot, Evelyn to communicate a marketing message that switching from Verizon (the largest wireless telecommunications company in the US and competitor of Sprint) to Sprint is the right choice by customers based on favorable price comparison.

Description of the Advertisement

A company’s integrated marketing communications strategy should have a common campaign theme, which is used by and clearly coordinated amongst various promotional activities. With a campaign theme centres on ‘Stop paying twice as much for less than 1% difference’, Sprint uses its ‘Evelyn’ Super Bowl Commercial 2018 to taunt and expose Verizon, which is the largest wireless communications company in the US and a direct competitor of Sprint.

In the commercial (H K 2018), the artificial intelligence (AI) robot Evelyn is playing chess and learning at an exponential speed. Whilst Evelyn’s creator, the Doctor is recording the progress of his robot, a notification from Verizon appears on his smartphone, which prompts Evelyn to say nonchalantly:

“Doctor, I still don’t understand why you have unlimited with Verizon. Why wouldn’t you switch all your lines to Sprint? I’ve analysed the data. Sprint’s network reliability is less than a 1% difference from Verizon’s, yet you choose to pay twice as much.”

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