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

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. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.