Sprint EVO Love campaign remixes Wilco song, offers prizes and free phones in contest [Video]

June 4, 2012 | by Andrew Kameka



Team Sprint has launched a new commercial to promote the just-launched EVO 4G LTE. As part of its “Unlimited Love, Unlimited EVO” campaign, Sprint detailed how the EVO can be a powerful device to connect users to the things they love, and Sprint’s “truly unlimited network” is the only one that won’t force them to restrict those pursuits on the go.

The 60-second ad shows a chorus of 130 people using their EVO 4G LTE’s as virtual instruments to cover Wilco’s “I’m Always in Love.” Along the way, the commercial drops hints about a few capabilities of the the phone – panoramic cameras, creative music apps, and Beats Audio integration – that might resonate with users. It’s a departure from the “smash them over the head with specs” commercials that so often promote Android products, and that’s by design.

“The EVO 4G LTE is one of the most beloved phones on the market today, with a passionate following,” said Michael Boychuk, senior vice president and executive creative director for Leo Burnett [ad agency behind the video]. “Keeping this in mind, we chose to announce the newest version of the phone by creating a unique rendition of Wilco’s hit love song. The final TV spot is powerful and strikes a chord artistically and from a product-feature standpoint.”

Sprint is hosting a contest to ask EVO users what they love, and they could end up getting something related to that passion or at least a free phone. One grand prize winner who loves music might win multiple concert tickets, someone who loves traveling might win a vacation. The grand prize will offer a reward worth up to $25,000 when the sweepstakes is conducted from June 5 to July 15, 2012. More details on the contest will be available at tomorrow.