Sprint & The Onion Debut Online Video Series Exploring “Nationwide Obsession” with Former Verizon Customer Who Switched t...
April 14 2017 - 10:06AM
Business Wire
Collaborative video series examines the craze
known as the “Paul Effect,” based on Paul Marcarelli, who appears
in hugely popular Sprint advertising
Sprint (NYSE: S) today released an online video series in
collaboration with Onion Labs, the creative services division of
Onion Inc., which takes a satirical look at the popularity of Paul
Marcarelli – the guy who used to ask if you could “hear me now”
with Verizon and who switched to Sprint and appears in Sprint
advertising. Clearly, as evidenced in these videos, the “Paul
Effect” is taking hold of the country!
This humorous partnership with Onion Labs builds off of Sprint’s
most successful advertising campaign ever, which features Paul. The
six-part Onion Lab series, titled “Your World with Luther North,”
resembles a TV news magazine and explores Americans’ obsession with
Paul.
“We wanted to have some fun with the fact that Paul switched to
Sprint from Verizon,” said Roger Sole, Sprint Chief Marketing
Officer. “We worked with Onion Labs to develop a series that takes
a fun approach to Paul switching carriers and documents the extreme
- albeit fictional – fan club that has formed around Paul.”
“Your World with Luther North” covers such topics as “The
Switcheroos,” Paul impersonators who dress in yellow shirts and
wear thick glasses; new parents who are naming their children after
Paul; a big-budget Hollywood biopic based on Paul; and the
construction of a 30-foot statue of Paul – visible from space.
"It’s not every day that someone so iconic publicly switches to
a competitor,” said Julie Scott, vice president, general manager,
Onion Labs. “But the truth is that Paul is just an average guy who
switched to Sprint. We worked with Sprint to create an over-the-top
parody of a news magazine uncovering the incredible impact Paul’s
decision has had across the nation.”
The first Sprint ad that featured Paul made its Sprint debut in
June 2016 to call attention to Sprint’s vastly improved network and
to highlight the savings that Sprint offers. Since then, Paul has
been used in a wide range of print, TV, online and digital
advertising for Sprint. The response to the Paul campaign has been
unprecedented! In fact, the original ad has more than 14 million
views on YouTube.
The videos will be available to watch at
www.sprint.com/onionlabs and visitors will also be able to learn
about Unlimited Freedom from Sprint. Customers who switch to Sprint
like Paul did will pay only $30/month per line for four lines.1
About Sprint
Sprint (NYSE: S) is a communications services company
that creates more and better ways to connect its customers to
the things they care about most. Sprint served 59.5 million
connections as of Dec. 31, 2016, and is widely recognized for
developing, engineering and deploying innovative technologies,
including the first wireless 4G service from a national carrier in
the United States; leading no-contract brands including Virgin
Mobile USA, Boost Mobile, and Assurance Wireless; instant national
and international push-to-talk capabilities; and a global Tier 1
Internet backbone. Sprint has been named to the Dow Jones
Sustainability Index (DJSI) North America for the past five years.
You can learn more and visit Sprint at www.sprint.com or
www.facebook.com/sprint and www.twitter.com/sprint.
1Savings until 6/30/18; then $60/mo. for line 1, $40/mo. for
line 2 and $30/mo. lines 3-4. Includes unlimited talk, text and
data. Streams video at up to HD 1080p, music at up to 1.5Mbps,
gaming at up to 8Mbps. Data deprioritization during congestion.
Pricing shown with $5/month AutoPay discount applied within two
invoices. Taxes, surcharges and restrictions apply.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170414005210/en/
SprintKathleen Dunleavy,
310-709-3689Kathleen.dunleavy@sprint.com
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