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Figliulo&Partners

Sprint Kisses Its ‘Framily’ Goodbye


Sprint announced this week that it would perform a two-step of sorts on pricing by abandoning the “framily” plan that has defined its offering for the past few months. In short, the company no longer has any “friends”, just relatives that it wants to call for rates cheaper than those offered by T-Mobile.

From the company’s statement to tech blog Re\code on Monday:

“…it is a ‘new day’ for Sprint with new rates, a new CEO and an improved network.”

So does that also mean a fresh new ad campaign? All signs point to maybe.

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Figliulo & Partners Rolls Out More ‘Framily’ for Sprint

Figliulo & Partners continues their slightly absurd “Framily” campaign for Sprint.

The agency launched the odd, nature-defying campaign back in March with a series of four ads. Now they’re back with two additions to the Frobinsons’ story. In “Count On It” (featured above) Chuck is out on the road with framily member Gordon (pronounced Gor-don) when his motorcycle breaks down. He calls his father (who, you might remember, is a hamster for some reason, voiced by Andrew Dice Clay), who he assures Gordon always picks up. Despite being in the middle of a frame of bowling with the wife, the father answers and rushes (or rolls) to the rescue. Yup, this campaign is still a frucking weird one.

Another spot, “Spin Off,” features Hamster Dad and NASCAR driver Jeff Gordon. Stick around for credits and that spot after the jump. Read more

AdAge Doesn’t Much Care for Figliulo & Partners Sprint Campaign

Ken Wheaton of AdAge and the Agency Spy commenting community have something in common: neither party cares for Figliulo & Partners‘ attempt to revive Sprint’s flagging fortunes!

Here’s a “framily” refresher:

Wheaton uses his alliterative headline card to call it “frankly, frightful” before laying down some more key quotes:

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Figliulo & Partners Coins New Term, Defies Laws of Nature for Sprint

Figliulo&Partners, who partnered with Sprint in November, have just launched the new integrated campaign called the “Frobinsons,” promoting the Sprint Family plan, a new pricing plan allowing consumers to decide who they consider family.

“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,”explains Jeff Hallock, Sprint’s chief marketing officer.

The “Frobinsons” campaign, which was created in partnership with DigitasLBi and MediaVest, will unfold as an episodic story over the coming months and, we’re told we can expect “surprising cameos from stars of sports, music, screen and stage” in the future. For now, the campaign has launched with two, 30-second spots introducing the framily Frobinsons. The first, “Meet the Frobinsons” introduces all the different friends and family making up the group, as well as the word “framily” itself, and should give us an idea what to expect from Figliulo&Partners in the future. The Frobinsons, we learn in the spot, are a strange bunch. There’s the daughter, constantly surrounded by animated birds, who appears to only speak French. Then there’s the son with the southern accent who spends his time crafting miniatures.

Strangest of all, though, is the father, a hamster voiced by Andrew Dice Clay who objects the “framily” term. Yeah, a hamster. Obviously they’re going for the “families come in all shapes and sizes” message here, but is having a hamster dad really the way to go about this? The mother is presented as the sane voice of reason in the group, despite the fact that she is married to a frucking hamster. “Framily Portrait” spends some time examining each member of the extended framily, including a few characters you don’t meet in “Meet the Frobinsons.” The characters (especially the new additions) in the spot and the way they’re presented give “Framily Portrait” a quirky Wes Anderson quality, probably the direction this campaign will take going forward.

The two broadcast spots will air tonight across national network and cable TV, with an angry rant from One Million Moms expected by the end of the week. In addition to broadcast the campaign also includes “in-store along with a number of digital and social extensions,” with print and out-of-home extensions of the campaign in the coming weeks. Stick around for “Framily Portrait” after the jump. Read more