Hang Up And Live

I’m surprised to see that Snark Hunting likes Sprint’s “Yes-man” campaign.

Sprint’s new “Yes-man” campaign is effective because it’s taking a negative phrase, redefining it, taking ownership of it and getting you to pay attention. Verizon pulled a similar power play through its “Can you hear me now” campaign, embracing a phrase muttered by everyone who has had a bad cell phone connection.
Both companies understand that consumers are not literalists and appreciate a spin on the obvious. Any time a tagline, a name, an ad or a story contains both positive and negative qualities, they become more powerful.

I understand their reasoning, but I loathe the campaign. Almost as much as I abhor Yes-men.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.