Sprint's "Sticking It to the Man" Ad: Revolutionary Marketing

The best ad on TV for several months comes from Sprint, promoting its Fair & Flexible Plan for cell phones. You know the one: an executive talks about the plan and smugly says it's his way of "sticking it to the man." The wide-eyed lackey says, "But, sir, you ARE the man."

"I know."

"So you're sticking it to yourself."

Pause. "Maybe."

The leap of 1960s jargon into the corporate world, a living embodiment of "the Man," and the perfect timing of the exchange all make this a wonderful, memorable spot. I never tire of seeing it, and I think Sprint realizes it has a hit because the ad keeps running. I hope Sprint has the sense to expand the theme and unveil some surprises at the Super Bowl this Sunday.

Sprint may be on to more here than it thinks. The more I see of the ad, the more I realize its truly revolutionary nature. It took a while for the subtext to emerge, but now it all makes sense:

This ad is the "Brokeback Mountain" of cellphone marketing. Without doubt, Sprint has crafted most joyfully homoerotic marketing pitch now on broadcast TV.

Here's why:

First, the plan itself. "Fair and flexible" sure sounds to me like "consensual and acrobatic," letting viewers know we're in the presence of two people who dig each other and are master woodsmen. I wouldn't be surprised if "fair and flexible" is already cropping up in the "Casual Encounters" section of Craig's List, abbreviated as FnF.

Second, the whole notion of "sticking it to the Man" has quite overt sexual connotations, mostly gay but also straight. Back in the 1960s it might have have had somewhat, um, hostile overtones, but with a little mental readjustment it simply speaks of spirited rutting.

Third, the characters in ad. Obviously this is a master-tutor situation. There's the wise older man talking with his eager, muscular "assistant" (the suit hides the buffed physique, but trust me, the young guy has washboard abs).

Fourth, consider that the older man is sitting down. What corporate executive ever sits down? They're always going to meetings, making speeches, riding up and down elevators. They never have time to sit down at their desk unless . . . unless . . . well, does the 1998-esque phrase "presidential kneepads" ring any bells? He must have a second assistant!

Fifth, the closing dialogue practically screams that these are men who are comfortable with their sexuality. The assistant says, "So, you're sticking it to yourself."

And the executive says, "Maybe."

Of course, he's modest, but a man who can talk to other men about "sticking it to yourself" ought to be doing a talk show with Phil Donohue, he's so sensitive and in touch with himself. He knows how to do what a man knows how to do.

I can't wait for the Super Bowl, to see if Sprint takes this campaign to the next, logical level. Even without a follow-up, however, Sprint deserves a lot of credit for this ringing affirmation of gay pride in mainstream marketing.

Now if Sprint would just do a version with Cybill Shepherd and Scarlett Johansson.