Verizon's 'Can you hear me now?' guy is back… with Sprint – CNET
Many of you will remember Verizon’s “Can you hear me now?” campaign. You know, the one that featured a horn-rimmed glasses-sporting “Test Man” asking the now-oft-repeated question.
Well, the “Test Man” is back, and seeing yellow.
Actor Paul Marcarelli, who spent a decade touting Verizon’s network quality, is rival Sprint’s newest pitchman.
“I’ve watched with fascination as each of the wireless carriers claims to be the most reliable or the fastest,” he said in a release. “But what I’ve found is…the ‘better’ that some other national carriers claim about reliability is really only a 1 percent difference.”
Using Marcarelli, who helped cement Verizon’s reputation for a superior network in ads between 2002 and 2011, marks the latest in Sprint’s increasingly aggressive efforts to get you to pay attention. The fourth-biggest carrier in the US, which is pulling itself out of a multi-year rut, has also undercut the competition with discount phone plans and invested in improving its network faster.
Marcarelli’s first commercial aired Sunday during Game Two of the NBA Finals between the Golden State Warriors and the Cleveland Cavaliers. Sprint plans to run more print, broadcast and online ads in the following weeks.
In trying to convince consumers the Sprint network was competitive enough for a second look, CEO Marcelo Claure said he wanted to get someone synonymous with network quality. Marcarelli’s long stint as the face of Verizon gives him extra credibility, he said.
“He’s an iconic figure,” Claure said.
Sprint is touting Marcarelli as a customer, although Claure said he wasn’t before the company approached the actor about the campaign. Claure said he wanted to make sure Marcarelli was comfortable with the service before touting it.
This isn’t the first time Sprint has tangled with Verizon. Verizon, the nation’s largest carrier, aired a series of ads featuring Ricky Gervais criticizing Sprint (without calling it by name), suggesting that the ads weren’t entirely accurate about its network quality. Given how rare it is for the top player in any industry to go after the last-place competitor, Claure took to Twitter to mix it up with Gervais.
Sprint’s latest message isn’t that it is better, just that the margin of difference isn’t as significant anymore.
“Verizon’s network superiority is not where it used to be,” Claure said. “Why should people overpay?”
It’s unclear how effective Marcarelli will be with younger customers; he hasn’t been on the air for five years. And ultimately, he’s an actor, not a wireless expert.
Claure argued he was credible enough for Verizon to use him for more than a decade.
As for how he thinks Verizon will react?
“I have no idea,” he said. “But we love when Verizon talks about us.”
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