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Sprint Introduces 'Evelyn' - An AI Who Doesn't Mince Her Words

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The big game ad by Droga5 New York stars a super-intelligent robot that knows the smart choice of wireless carrier

Sprint Introduces 'Evelyn' - An AI Who Doesn't Mince Her Words
Today, Sprint introduces the world to "Evelyn," a highly intelligent robot and star of its Super Bowl LII commercial.

The 60-second commercial, which will run in the first quarter, is titled "Evelyn" and captures her making smart, rational decisions and questioning her human creator's choice of wireless carrier. He just happens to be on Verizon.

Evelyn is learning more and more every day at a very rapid rate. After analyzing all the data, Evelyn shares her latest revelation with viewers explaining why switching to Sprint is the obvious choice. During the commercial, Evelyn chastises her creator – a Verizon customer – about why he pays twice as much for four lines of unlimited when there is less than a 1% difference in network reliability. Evelyn's other robotic colleagues quickly chime in, too, and tease the creator for his not-so-intelligent choice in a wireless provider, which makes him the laughingstock of the office.


So, if artificial intelligence sees the value in switching to Sprint as a smart choice, then all humans in the U.S. should, too. Evelyn's creator quickly comes to his senses and heads to a Sprint store and runs into customer Paul. Paul asks why he's is switching to Sprint, the creator replies, "My co-workers are making fun of me." Looks like he is becoming super-intelligent too.

In addition to the ad, teaser spots – showing Evelyn's progression by learning simple tasks – began running online on Jan 31. All creative can be viewed on Sprint's YouTube channel. In addition, help make Sprint one of this year's favorite Super Bowl commercials by visiting the USA Today Ad Meter to vote.

"Robots like Evelyn tell it like it is, and when it comes to wireless service, it's just simple math," said Roger Solé, Sprint chief marketing officer. "It is 2018 and all networks are great so why pay twice as much. Sprint offers the best price for unlimited. Period."

"We're pretty sure robots won't suffer from the same apathy and confusion people face when it comes to understanding wireless companies," said David Droga, creative chairman and founder, Droga5. "And, as spokespeople, robots get to set on time, too."

The commercial was created in partnership with creative agency Droga5 and represents the second time the company's collaborated on a Super Bowl commercial.


Client Sprint
Campaign Super Bowl 2018
Title Evelyn
Launch Date January 31, 2018
Marcelo Claure Chief Executive Officer
Brandon "Dow" Draper Chief Commercial Officer
Roger Sole-Rafols Chief Marketing Officer
Tracy Palmer VP of Brand, Advertising, Social and Studio
Stacey Shupert Director of Advertising
Tahryn Nicastro Advertising Manager
Brian Foster Social Media Project Manager

Agency Droga5 NY
Creative Chairman David Droga
Chief Creative Officer Ted Royer
Executive Creative Director Matt Ian
Group Creative Director Amee Shah
Associate Creative Director Mo Said
Associate Creative Director Joel Francke
Copywriter Chase Kimball
Art Director Felipe Mollica
Social Copywriter Emily Berger
Social Art Director Debbie Pan
Associate Design Director Mark Yoon
Junior Designer Hena Seo
Junior Designer Lauren Kong
Chief Creation Officer Sally-Ann Dale
Production Development Director Lucia Grillo
Co-Directors of Film Production Jesse Brihn, Bryan Litman
Executive Producer, Film Dave Stephenson
Senior Producer, Film Katie Harris
Associate Producer, Film Stephanie Hill
Director of Business Affairs Jocelyn Howard
Global Chief Strategy Officer Jonny Bauer
Group Strategy Director Meghann MacKenzie
Strategy Director Grant Flannery
Senior Strategist Priyanka Nigam
Strategist Matthew Choi
Head of Communications Strategy Colleen Leddy
Group Communications Strategy Director Samantha Deevy
Communications Strategy Director Ben Nilsen
Senior Communications Strategist Alexandra Comito
Junior Communications Strategist Paulina Liang
Chief Intelligence Officer Amy Avery
Data Strategy Director Ryan Miller
Jr. Data Strategist Alex Grant
Executive Group Director Blake Crosbie
Account Director Kyle Webster
Account Supervisor Michael Bautista
Associate Account Manager Cristina Flores
Project Manager Ashlee Cain

Production Company MJZ
Director Nick Ball
DOP Masanobu Takayanagi
Executive Producer Emma Wilcockson
Producer Karen Chen
Photographer Steve Gibson
Editorial Union Editorial
Editor Jim Haygood
Assistant Editor Joe Hughes
Executive Producer Joe Ross
Producer Lauren Hafner Addison
Post Production MPC
Executive Producer Jesse Kurnit
Producer Elizabeth Thuvanuti
VFX Supervisor / Senior Flame Artist Warren Paleos
Telecine Adrian Seery
Music JSM
CCO Joel Simon
Executive Producer Jeff Fiorello
Producer Norm Felker
Composers Augustus Skinner / Joel Simon
Sound Sonic Union
Mix Engineers Michael Marinelli / Steve Rosen
Sound Designer Brian Goodheart
Executive Producer Halle Petro

Post Production
VFX: MPC
Executive Producer: Jesse Kurnit
Senior Producer: Elizabeth Thuvanuti
Creative Director: Alvin Cruz
VFX Supervisor/ 2D Lead: Warren Paleos
2D Team: Matt Tremaglio, Tobey Lindback, Ruairi Twohig, Mazyar Sharifian, Jeric Pimentel, David Anger, Giulia Bartra, John Shafto, Lawrence Merrill, Tyler Robinson, Anthony Ricciardi, Michael Ricca
Colour: MPC
Colourist: Adrian Seery
Colour Assistants: Daniel Silverman, Seth Weinman
Executive Producer, Colour: Ed Koenig
Producer, Colour: Jenna Gabriel
view more - Creative
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Genres: Visual VFX, People, Storytelling, Dialogue

Categories: Phones, Consumer Electronics

Droga5 New York, Fri, 02 Feb 2018 17:19:40 GMT