Sprint pulls video ad calling T-Mobile "ghetto" out of rotation



The mobile carrier wars are heating up. Sprint today pulled a video ad out of rotation when an unflattering comment was made about rival operator T-Mobile. In the ad, Sprint CEO Marcelo Claure is sitting with "Actual Sprint, T-Mobile, Verizon and AT&T customers," and wants them to say the first thing that comes to their minds when they hear the name of rival wireless operators.

The lady to Claure's right was asked what pops into her mind when she hears "T-Mobile." She answers, "Ghetto." She adds that there are only three carriers that she hears about, Verizon, AT&T and Sprint. She goes on to say that when people with T-Mobile are asked why they use T-Mobile, they have no idea.

Interesting that Sprint would feature a woman in its ad that knows absolutely nothing about the wireless industry. After all, T-Mobile surpassed Sprint last year to become the nation's third largest carrier And even if you are not a T-Mobile subscriber, if you are knowledgeable about the wireless industry and someone asks you what comes to mind when they say T-Mobile, you might respond with Music Freedom, Binge On or Data Stash.

It seems that this ad plays right into T-Mobile CEO John Legere's portrayal of his fellow CEO's as being elitist. As we've said, Sprint has already pulled the ad, but not before the damage has been done. 


source: @marceloclaure, TheVerge via FierceWireless

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47 Comments

1. Blest42188

Posts: 55; Member since: Aug 05, 2015

Good for them. How they choose that particular "customer" and say its just the voice of the people? Plus they own Boost..and Virgin Mobile. No matter which way you spin this...it was distasteful af. Rather its ghetto as in minorities or ghetto as in low income people...its wrong.

8. joseg81

Posts: 204; Member since: Jul 15, 2011

exactly taking swipes at each other is fine that's what competitors do. but this woman saying something this ignorant is just wrong. i'm no saint but i cringed when the words just kept coming out of her mouth. it's like when you hear ppl that say "i'm not a racist, but......" type comments.

9. engineer-1701d unregistered

its funny it was so ghetto and now its not and what comes to mind when i say sprint. cheap, no service, boost for ghetto people/

10. Omarc07

Posts: 574; Member since: Nov 12, 2012

ghetto sprint has boost,virgin people who have those companies are ghetto .

31. QWERTYphone

Posts: 654; Member since: Sep 22, 2014

This video speaks the truth. T-mobile IS ghetto. And, we all know what ghetto is when we see it. Deal with it, you left wing idiots.

34. HighOnAndroidFTW

Posts: 185; Member since: Apr 26, 2015

Wow you're am ignorant little one aren't you. Heard daddy mention left wingers now you repeat it at anything you dislike. Lmao you're a clown get an education.

35. ElixieR

Posts: 67; Member since: May 01, 2013

So when Sprint had Nextel Walky-Talky phones and Ghettos were all over it before T-Mobile released their Sidekick phones.

2. BattleBrat

Posts: 1476; Member since: Oct 26, 2011

I cannot wait to see what John Legere has to say about this! *Grabs popcorm*

5. Grenmad

Posts: 38; Member since: Jun 06, 2014

I hope John Legere crashes Sprint's party like he did AT&T's.

24. kanagadeepan

Posts: 1259; Member since: Jan 24, 2012

I don't think John will respond to give free advertisement to a relatively smaller operator (big ones are fine).. But who knows, he is John Legere..

3. RobMerrill92

Posts: 7; Member since: Jul 21, 2015

Sprint is getting to be pretty desperate. What a pathetic company that they are becoming.

15. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

They've always been pathetic

6. GreatBigPhoney

Posts: 70; Member since: Jan 27, 2015

If I wanted my company to be represented in an ad, I'd pick an ignorant and dim sounding twit to voice an opinion founded on nothing. Great job, Sprint.

38. Crispin_Gatieza

Posts: 3137; Member since: Jan 23, 2014

Dim sounding twat. There, I fixed your post.

7. emvxl

Posts: 140; Member since: Sep 29, 2009

Yeah, that commercial is already on Youtube. Nice one Sprint.

11. theo14461 unregistered

Sprint blows!

12. Bernoulli

Posts: 4360; Member since: Sep 01, 2012

lol interesting when the two underdogs attack one another, their coverage sucks, but at least their pricing matches their service.

13. KickRocks

Posts: 275; Member since: Mar 22, 2011

T-Mobile =Ghetto???? FOH

14. Quicksword_Phantom

Posts: 180; Member since: Jun 15, 2015

Real customers? My ass. Can we please stop asking women, especially dimwits like her, for their opinion? I've had all major carriers and even some regional ones and by far Sprint was the biggest pile of crap service by a landslide. So was their customer service. Oh and they have that ratchet ass ghetto crap bullsh*t asss service called boost mobile lmfao, where you get texts a day later, if you get them and half the calls don't reach you. Verizon was the best. Tmobile is just bad in rural areas but Sprint isn't any better. I'm still kind of surprised Sprint isn't dead yet.......

16. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Excuse me whole I be racist. She is only voicing what people like her normally think. I guess Tmobile is for poor people. I am sure I make more than her. I moved 4 of my 6 lines to Tmobile because. Because it was 4 lines for the price of 3 and each line had 10GB each vs VZW where each line is $40 plus I had to pay extra for data. I got tired of paying a $500+ phone bill with device costs too. I also hated I couldn't pay extra on the cost of the phones which were on the payment plan because eunloke tmobile and att, I have the only 2 options to either pay it all other pay monthly. I got sick of it along with other BS from VZW. But Tmobile in Chicago was nice and fast when I stayed in one part of toen, now I moved somewhere else and it congested an so slow I had to get a cells pot put in my house. It's terrible. I will be moving my line back to VZW this summer. VZW may cost more, but Tmobile in honesty does not offer better service. But Sprint is worse. Also this commercial isn't her just thinking off the top of her head. All commercials are scripted. As ghetto as Sprint/Boost is, they should be one to call someone ghetto. They should be sued for using such in a commercial.

17. TerryTerius unregistered

The point is the connotations the word Ghetto carries. They could've used cheap, subpar, inferior or anything else. There was literally no reason for that. Period.

33. QWERTYphone

Posts: 654; Member since: Sep 22, 2014

Nah. Ghetto is accurate. Truth hurts, doesn't it?

43. TerryTerius unregistered

What truth? Why don't you explain in detail what you mean.

39. Crispin_Gatieza

Posts: 3137; Member since: Jan 23, 2014

T-Mo is not for poor people. It's for people who don't want to overpay for certain services. I make a six-figure salary and I like to keep as much of it as I can. As for the ghetto part, Sprint needs to look in the mirror. Boost became the de-facto carrier of the inner cities because of the Nextel BlackBerrys back in the day.

18. BobbyDigital

Posts: 2125; Member since: May 29, 2014

Sprint went for a "Donald Trump" here. They tried to appeal to the lowest base of human emotion. They also showed their true colors. F*ck Sprint and everything about them.

19. Marslander

Posts: 160; Member since: Jan 08, 2015

I'd take TMobile's "ghetto" service over Sprint any day. Sprint is garbage.

20. 87186

Posts: 312; Member since: Aug 01, 2014

Sprint, you are pathetic.

21. mobile4all

Posts: 1; Member since: Apr 13, 2016

We don't know this lady. Maybe she is just a little slow. You know like Sprint's data speed.

23. cripton805

Posts: 1485; Member since: Mar 18, 2012

How is any service carrier for poor people? I choose to save money by going with Cricket. lol I like their straight forward pricing and service. I don't have to deal with any BS from those crappy companies. I do everything myself with unlocked phones and a sim card. I pay my phones in cash. I pay ahead. I don't lease anything or pay for stupid fees.

25. Elfmonster unregistered

That's rich

* Some comments have been hidden, because they don't meet the discussions rules.

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