Earlier this week, Sprint released a pretty questionable ad in which a young woman described T-Mobile as the “ghetto” carrier among its main competition. Soon afterwards, the company faced a strong backlash online before Sprint CEO Marcelo Claure eventually admitted his mistake and pulled the video.
My job is to listen to consumers. Our point was to share customer views. Bad judgment on our part. Apologies. Taking the video down.
— MarceloClaure (@marceloclaure) April 13, 2016
Nothing ever dies on the internet, though, and you can watch the quick commercial above if you really want to. When Claure asks one woman to describe T-Mobile in a few words she says “ghetto” before backtracking with a follow-up explanation. The rest of the people sitting around the table laugh, but it’s an awkward moment that definitely doesn’t belong on TV.
Sprint says it filmed a candid conversation with real people, meaning the “ghetto” comment likely wasn’t scripted. Still, airing the ad at all was a pretty huge screw-up.
Thankfully, Claure was willing to correct the decision within just a few hours, but the damage is already done. We just hope the carrier will learn from its mistake.