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Dan Hesse’s Back; Sprint CEO Pitches New Plan In Ads

Sprint’s CEO Dan Hesse will once again appear in a TV commercial tonight during the NFL’s season opener to pitch the carrier’s latest voice plan, which offers unlimited mobile to mobile calling and unlimited data for $70 a month.

Last year, Hesse became a highly recognizable figure after appearing in black-and-white commercials to defend the company’s customer service record and advertise the carrier’s Simply Everything plan, which offers unlimited calling and data for $99. In April, Sprint removed Hesse from the commercials, which left critics wondering if it was in response to dropping faith in CEOs as the economy tanked.

But with his return today, a spokesman says it has more to do with reserving Hesse for big roll-outs, such as today’s launch of “Any Mobile, Anytime.” Sprint (NYSE: S) Spokesman James Fisher said: “It will run for a short time during the introduction of the product, but it doesn’t preclude us from having him back. We’ll use him as we feel it’s appropriate.” Fisher said this time the commercial was shot in color at the Guggenheim Museum, where most of the objects will remain in black and white. The goal is for Sprint to become known for offering basic packages at set prices.

Related

• Sprint Launches New TV Commercials Without CEO Dan Hesse; One Features Twitter
• Interview: Sprint CEO Hesse: ‘We Still Have A Lot Of Areas For Improvement’

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