Sprint Drops CEO Spokesman Dan Hesse From New Campaign [VIDEO]

Sprint is rolling out a new ad campaign Monday that emphasizes the telecom’s unlimited data plan and de-emphasizes the company's longtime spokesman, CEO Dan Hesse.

The campaign introduces a new tagline, “All. Together. Now,” and uses The Beatles song of that name (performed by another artist). The ad features consumers interacting via Facebook, video chat, text messages and email to underscore how such usage can occur with Sprint’s Simply Everything data plan, which lets customers use their mobile phones without worrying about data overcharges or throttling.

The effort, from ad agency Goodby, Silverstein & Partners, comes after ads in the past three years have driven the same point home. The primary difference is that those ads featured Hesse making the case. A rep for Sprint says the old Hesse ads will continue to run for some time. “Hesse won’t be featured in the new campaign,” the rep says, “but that doesn’t mean we will never use him again at some point down the road.”

Now that AT&T has bought T-Mobile, Sprint is the odd man out among what could be a field of three major U.S. telecom carriers. Unlike AT&T and Verizon, Sprint doesn't offer Apple’s iPhone.

Despite that, Roger Entner, an analyst at telecom research firm Recon, says Sprint’s position in the market isn’t so dire. “Not having the iPhone doesn’t help, but Sprint really has the opportunity to establish itself as the value leader in the market,” he says.