From 2002 through 2011, commercials featuring the tag-
line “Can you hear me now?” aired as part of Verizon’s most
memorable ad campaign promoting themselves as the gold
standard for network quality. Paul Marcarelli’s character,
known as “Test Man,” would travel the country in the commer-
cials, checking that the person on the phone could hear him,
even in some unusual locations.
Fast forward to 2016, and Marcarelli is appearing in
another commercial for a mobile carrier. This time for Sprint. “I
used to ask if you ‘can hear me now’ with Verizon. Not any-
more,” Marcarelli says in his first Sprint commercial. “I’m with
Sprint now, because guess what? It’s 2016 and every network is
great. In fact, Sprint’s reliability is now within 1% of Verizon, and
Sprint saves you 50% over Verizon, AT&T and T-Mobile’s rates.”
Sprint’s aim with the commercial is to rebuilt their
reputation. For years the brand has been known for slow data
“Now we’re emphasizing not just our price but also a
great product,” Claure said.
Verizon did not sit quietly by as Sprint went after their
customers. “Sprint is using our 2002 pitchman because their
network is finally catching up to our 2002 network quality,”
Verizon spokesman Jeffrey Nelson said, noting that Verizon is
the “most awarded wireless network ever.”
Continuing to go after Sprint, Verizon then released a
commercial featuring actor/singer/comedian Jamie Foxx say-
ing, “It ain’t about if you can hear me now. It’s about if you can
see me now.” Verizon followed up with another commercial
starring Foxx, focusing on the network’s LTE coverage. Foxx
stands in front of two maps comparing Verizon’s and Sprint’s
LTE coverage, explaining that Verizon had three times the LTE
coverage of Sprint. Then, “Jamie Foxx for Sprint” enters, saying
that it is mostly the same coverage “if you squint.” (“Jamie Foxx
CHAPTEr CASE STudY:
Sprint Corp. and Verizon Communications Inc.