Sprint Framily Commercials

[clarkkent415]

Dad is a hamster, voiced by Andrew Dice Clay. One son, played by new Saturday Night Live cast member Kyle Mooney, is supposed to be at college, except he's home most of the time. Another son is an eccentric drawn to scrapbooking and ventriloquism. The sole daughter speaks only in French. Mom is actually normal (i.e., exceptional by being unexceptional). The family is mostly white, except Grandpa is black. And let's not even get into their motley group of friends.

Sprint's new ad family (or rather, "framily"), the Frobinsons, created by Figliulo&Partners, are even more diverse and inclusive than your average Honey Maid family. They're a lot more peculiar, though—and no wonder. They're based partly on the multi-species ****aro family (in which Dad is a dog) from Japan's famously quirky yet beloved ads for Softbank, which acquired Sprint last year.
Sprint breaks two launch spots (see both below) on Monday night. The new theme will be "Happy Connecting." The question is, will U.S. viewers be as open to such self-conscious weirdness as the Japanese have been?

"The American family has changed. Our families today are more than our relatives, but also our friends, our neighbors—basically all the people we love," Sprint CMO Jeff Hallock says in a statement. "So we created a product to give the new American family the flexibility and value they need from a wireless plan, brought to life through the Frobinsons. Our campaign acknowledges that we all have families that are unique with interesting personalities. It's a fun, lighthearted look at one group going through life as one big, happy Framily."

"The Frobinsons are a typical American family. They are a strange mix of individuals that care very deeply about each other and we wanted to create a group of characters that are familiar and very unique at the same time," adds Mark Figliulo, who opened Figliulo&Partners last fall and signed Sprint as his first client after leaving TBWA\Chiat\Day in New York. "We know that people are happiest when they are connected to the people and things they care about most. That's why everything we do ends on a beginning: Happy Connecting."

The first two spots are basically trailers for what will be an episodic story over the next several months, featuring various celebrity cameos. It's certainly an ambitious approach. And while it seems obvious to say so, a lot will depend on the execution. If the spots are well written, the characters will come to life and the premise will quickly seem endearing; if not, the work could just as quickly be in trouble.
But the client seems excited about it, and clearly has faith in Figliulo—or should we say, fraith in Frigliulo. It should be an interesting ride.

- source: adweek.com








I love these commercials! They are so weird and offbeat.

 

[awwsome]

Love every one of these commercials.



"Daddy does love brunch"


**** gets me everytime.

 

[antidope]

You cant mix words together like that AH GOO GOOOOO

 

[niquefreak94]

g The Black Grandpa put it over the top for me. In a good way.

 

[Sonny Corinthos]

I can't get enough of the daughter that only speaks French , that girl has a bright future

 

[AZwildcats]

Looks like I'm in the minority, I've seen enough if these commercials every damn break from an NBA game

 

[primetime pdot]

Love every one of these commercials.



"Daddy does love brunch"


**** gets me everytime.

"Oh guilty as charged!"

 

[Mark Antony]

I feel like this is a shot at the idiots who had an issue with the cheerios mixed family.

 

[blakep267]

I only like Judy greer she can get it Everything else about the commercials are dumb and Im tired of seeing them

 

[toast1985]

The Direct TV commercial w/ the Puppets>*

 

[illmaticsoulchild]

I only like Judy greer she can get it Everything else about the commercials are dumb and Im tired of seeing them

Judy in those episodes of The Big Bang Theory and Modern Family..

 

[trueprada]

i dont like the bama sounding kid one smh