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Sprint Introduces New Series of Television Ads as Part of "Power Up" Brand Positioning


Actor Ron Livingston to appear in new campaign

OVERLAND PARK, Kan. — 10/20/2006 - On Sunday, Sprint (NYSE: S) will introduce a new series of television ads featuring Ron Livingston as a straightforward, relatable guy who finds unconventional ways to talk about Sprint’s wireless services. No flashy sets. No fancy lingo. Just a plain-talking guy who challenges misperceptions and uniquely defines Sprint’s unmatched capabilities in the marketplace.

The new campaign, created by TBWA\Chiat\Day New York, is designed to cut through the confusing clutter of messages about wireless providers, distancing Sprint from its competitors and building on Sprint’s new “Power Up” brand positioning.

“Sprint is putting the power back in the hands of the customer, where it should be. To convey this through advertising, we wanted to create a series of straightforward spots starring an actor known for being smart, clever and accessible – someone familiar yet not a celebrity who would take focus away from our messaging,” said Mike Goff, vice president of national advertising for Sprint. “Ron Livingston fit that bill, and we think the spots cleverly demonstrate Sprint’s superior network, unmatched value and cutting-edge innovation.”

Sprint will not feature Livingston in all television advertising, and he currently will not appear in print. “This isn’t about turning Ron Livingston into the face of Sprint. He is the perfect actor to star in this series of ads because they are highly stylized and deliver messages in a very specific manner,” said Goff. “This format won’t be appropriate for all Sprint messaging, but Ron is an incredible actor and we look forward to working with him into the foreseeable future.”

Ron Livingston is best known for his starring roles in films like “Office Space,” “Swingers” and “Band of Brothers,” and television shows including “Sex and the City” and his current show “Standoff.”

About Sprint Nextel
Sprint Nextel offers a comprehensive range of communications services bringing mobility to consumer, business and government customers. Sprint Nextel is widely recognized for developing, engineering and deploying innovative technologies, including two robust wireless networks offering industry leading mobile data services; instant national and international walkie-talkie capabilities; and an award-winning and global Tier 1 Internet backbone. For more information, visit


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