Sprint continues to push its “Evelyn” Super Bowl ad character into the summer, launching a series of video ads that focus on price savings.
A 60-second launch spot called “Time to Go” features Evelyn the robot and her friends Arm, Atlas, Roberto and Sassbot as they continue to question why consumers would pay more for Verizon. When the lab researcher tells Evelyn she should work at Sprint if she loves it so much, the robots pack up and head to the company’s headquarters.
“Time to Go” begins airing Friday in movie theaters and online. The spot will also play during the NBA Conference Finals on ESPN and TNT.
Also launching today is a series of social videos called “Road Trip” that features Evelyn and her friends’ adventure from the lab to Sprint headquarters.
A 30-second spot features Atlas the robot, who storms into the Sprint marketing department to make sure everyone knows about current deals, including 50 percent off the Samsung Galaxy S9.
Evelyn first appeared in Sprint’s Super Bowl ad February 4, in which she expresses confusion about why consumers would pay more for Verizon and not switch to Sprint. Evelyn is presented as a super-intelligent AI robot that uses math and logic to argue her case for Sprint. Other robots in the lab chime in and all mock the researcher, who ends up in a Sprint store changing providers.
Prior to the Super Bowl, Sprint released a series of teaser ads showing Evelyn learning new skills by watching a mobile phone that range from taking a selfie to football. While Evelyn’s “selfie” teaser ad garnered over 2.3 million views, the Super Bowl ad it promoted has just over 1.3 million views to date, which could point to consumers being amused but not so much as to keep the momentum going months later.
This time, the telecommunications brand is banking on not just Evelyn but with her robot friends, including the aptly-named Sassbot. Internet sass is proving an effective marketing tool for brands at the moment, especially when they throw it at one another.
