Andrew Dice Clay, fresh off his surprising dramatic turn in Woody Allen's Blue Jasmine, is sinking his teeth into a new role: talking hamster.
The odd, Wes Anderson-esque campaign promotes Sprint's "Framily" plan, which lets you add non-family members to a family plan. To illustrate the idea, the "framily" here includes a boy with a Southern accent, a French-speaking girl (who is surrounded by animated bluebirds) and Clay's Noo Yawk-accented hamster. Saturday Night Live's Kyle Mooney is also on board as Chuck, the hipster son. Figliulo&Partners created the campaign.
In addition to promoting the plan, the campaign "positions Sprint as a cultural leader that recognizes the changing social dynamics of American families today," a rep from the agency explained. The ads are also strikingly similar to a SoftBank campaign in Japan that featured a dog as the family patriarch. SoftBank now owns 70% of Sprint.
An introductory ad also shows the girl singing a lovely rendition of Mötley Crüe's "Home Sweet Home" en français.