The brand essential a high profile means to tout its brand-new network capabilities, so 2 weeks ago it called Paul Marcarelli.

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For about a decade, Paul Marcarelli was the face of Verizon. You probably don’t acknowledge his name, yet you’d definitely recognize the in his trademark glasses and grey Verizon shirt, asking “Can friend hear me now?”


But end the weekend, Marcarelli–whose Verizon work-related ended back in 2011–was put on a different color shirt, and touting a various mobile carrier. During the NBA Finals on June 5, Sprint introduced its “Paul Switched” ad and sparked a bit of one ad culture frenzy. That was favor Steph Curry unexpectedly pitching because that Nike. Or Justin lengthy using a Dell.

Sprint knew it would obtain noticed, and in a totally saturated mobile sector like the U.S., where all new customers need to be poached from a competitor, what much better way to encourage the idea of switching than getting the various other guy’s finest known spokesperson come switch?

Sprint’s vice president of communications Dave Tovar says the whole thing came with each other in simply the last 2 weeks, v the brand’s firm Deutsch, in-house marketing team, and also PR team every involved. “We reached out to Paul, and also talked come him about the development we’ve made through our network,” says Tovar. “He’s clearly been about the industry for a long time, so us asked that to shot our service to see what the thought. He to be impressed, so us asked exactly how he’d feel about being an ext than a customer and doing a project with us.”


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Tovar says earlier when Marcarelli was the Verizon Guy, Verizon was plainly the gold traditional in U.S. Mobile network, through Sprint lagging behind. But that perception still exists amongst consumers, in spite of a recent Nielsen report putting Sprint within 1% that Verizon in much more than 106 major metro markets.

“We understand we have actually a perception problem with ours network,” says Tovar. “But the perception lags the truth of where our network is today. We’ve made enormous strides end the last 18 months, however not enough civilization know about it, so we wanted to come up with a bold means to demonstrate that. We definitely hope with the development we’ve made through our network, together with a recognizable number like Paul, that much more people will think about Sprint.”

And various other carriers can want to double check your spokesperson non-compete rule (or offer Drake and Milana Vayntrub a call), because Tovar states there are more new acceleration customer testimonials top top the way.

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“Stay tuned, you might see various other influencers and recognizable people getting here in future sprint ads, as with this one with Paul,” that says.