In what seems like no time at all, Goodby, Silverstein and Partners have made the Sprint brand seem cool, fresh and alive. Work like the ad featured to the left is the apotheosis of "retail" advertising, or "demand generation" advertising. Goodby hasn't resorted to starbursts, screaming prices, exclamation points, store locations, etc. etc. to drive sales, instead, they've created a campaign that's so cool I actually crave what they have to sell.
Let's face it, with the exception of the iPhone or some other phone-nomenon, all the carriers basically offer the same phones at the same price and the same calling plans. Most often the carriers' stores are even in the same locations. So what makes you choose one carrier or phone over another, i.e. what "drives response" is smart work.
Maybe I'm just a child of the 60s, but "Music so fast it's trippy" motivates me a heckuva lot more than "America's most reliable voice and data network."
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