The data coach shuts down all non Wi-Fi use of data by grabbing the phone away and yelling "Nay!" whenever he see data being used. The coach appears to be from an Eastern European bloc country, so he appears to be pretty intimidating. Of course, the answer to getting past all of this according to the ad, is to sign up for Sprint's unlimited plan.
Still, Sprint might be on to something here, a whole new job to guard families' monthly data cap. Armed with a taser, the coach would have the authority to zap 50,000 volts into those not complying with the rules to save data. This has the makings of a decent reality show, wouldn't you agree?
source: Sprint (1), (2)