Sprint's New TV Ads Blend Humor with Value Message

Sprint (NYSE: S) introduced a TV advertising campaign for its $69.99 Everything Data Plan that reinforces the advantages Sprint's plan provides - such as voice and unlimited text, e-mail and Web - compared to other $69.99 plans from competitors that only include voice.

The humorous new ads feature characters who, despite being next to or in front of one another, text and e-mail with big news such as a woman breaking up with her boyfriend via text and e-mail, or a football player learning from his trainer via e-mail that his season has ended because of a knee injury. The ads provide light-hearted examples of "human truths" - scenarios that once required a phone call but now can be communicated via text, e-mail or on Facebook.

The campaign's overarching message is: Why just talk with AT&T and Verizon? Sprint gives you unlimited text, Web and calling to any mobile in America for $69.99 with the Everything Data Plan.

"Sprint offers one of the best values in wireless with a $69.99 plan that provides unlimited e-mail, text and Web," said Mike Goff, Sprint vice president of corporate marketing. "Humor is a great way to deliver that message, and we believe these spots will resonate with consumers in a new, fun way."

Sprint produced two TV ads, one for a general consumer audience and another that is football-themed. The general consumer spot titled "Restaurant" begins airing on national TV today; the football-themed spot titled "Injury" hits the air waves when football games begin airing during the preseason later this month. Additional ads for this campaign will be developed in the coming weeks.

Everything Data plans start at $69.99 per month and include Any Mobile, Anytime for unlimited calling to and from any mobile in America, plus unlimited text, picture and video messaging, e-mail, Web browsing, social networking and more while on the Sprint Network. Everything Data plans are available with any Sprint phone and automatically enroll customers in the Sprint Premier loyalty program for annual phone upgrades, anniversary rewards and other benefits. Existing Sprint customers can switch to an Everything Data plan without extending their contract. New activations require a two-year service agreement. Monthly charges exclude taxes and surcharges.

Customers interested in Sprint can take advantage of the new Sprint Free Guarantee, the most robust satisfaction guarantee in the wireless industry, allowing customers to try a new line of service with Sprint for 30 days. If they aren't completely satisfied with Sprint during that period, they can cancel service and return their device to be reimbursed for the device purchase and activation fee, get the early termination fee waived, get a full refund for monthly service plan recurring charges incurred and get all associated taxes and fees waived. In addition, Sprint will waive the restocking fee for new customer exchanges as part of this policy. Refund excludes usage not included in the plan, premium content, third-party billing and international charges.

For more information about Sprint's Everything plans go to www.sprint.com/unlimited.

About Sprint Nextel

Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel served more than 48.2 million customers at the end of the second quarter of 2010 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; offering industry-leading mobile data services, leading prepaid brands including Virgin Mobile USA, Boost Mobile, Common Cents Mobile, Assurance Wireless and PayLo; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. With its customer-focused strategy, you can learn more and visit Sprint at www.sprint.com or www.facebook.com/sprint and www.twitter.com/sprint.