I’ve gotten a few emails about the new “Sprint Ahead” campaign, but I’ve been a little slow to post it (for reasons I’ll explain later). There are two “anthem” spots in the series that use the same concept as their foundation, just with varying degrees of production value. “Dreams” is all in-camera, giving it the low-fi indie look appropriate for Sprint’s consumer market, while “Charts” sports some high-end CG for the folks tethered to their suitcases and Crackberries all day.
They’re both engaging spots, and I think Brickyard did a fantastic job realizing agency Goodby, Silverstein and Partner’s concept. I’m particularly impressed by their ability to render the same idea in two different “voices.” It shows flexibility and maturity on their part.
What I’m a little ho-hum about is the concept. It’s yet another example of an agency scooping up a YouTube trend, dusting it off and repackaging it for some corporate message that is only vaguely relevant. This concept of extended exposure stop-action photography has been popular for a while (look here or here for a small sampling), and I suppose it was just begging to be promoted to the big leagues.
At least Brickyard did a bang-up job of it. I have to admit that I prefer the more polished “Charts” over “Dreams.” I’m not sure what that says about me.
Big ups to Joe Clay and Justin for their tips on this one.