Sprint Just Made a Whole Show About People’s (Supposed) Obsession With Paul Marcarelli

And his switch from Verizon to Sprint

Headshot of Tim Nudd

It’s the switch that keeps on giving.

Sprint has gone all in with Paul Marcarelli, the spokesman who used to ask “Can you hear me now?” for Verizon but switched to Sprint in ads that premiered last June. Now, in partnership with Onion Labs, it’s released a six-part satirical news-magazine show exploring people’s ridiculously extensive (and fictitious) obsession with Paul.

The fake show, dubbed Your World with Luther North, explores “The Paul Effect,” which includes Paul impersonators who dress in yellow shirts and thick glasses; parents naming their kids after Paul; a Hollywood biopic based on Paul; and the construction of a giant statue of Paul that’s visible from space.

Check out the videos here:

“We wanted to have some fun with the fact that Paul switched to Sprint from Verizon,” says Roger Sole, Sprint’s chief marketing officer. “We worked with Onion Labs to develop a series that takes a fun approach to Paul switching carriers and documents the extreme—albeit fictional—fan club that has formed around Paul.”

“It’s not every day that someone so iconic publicly switches to a competitor,” said Julie Scott, vp and general manager at Onion Labs. “But the truth is that Paul is just an average guy who switched to Sprint. We worked with Sprint to create an over-the-top parody of a news magazine uncovering the incredible impact Paul’s decision has had across the nation.”

The original “Paul Switched” ad, from Deutsch, has more than 14 million views on YouTube. Marcarelli also appeared in Sprint’s Super Bowl ad from Droga5.

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@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: April 14, 2017 https://dev.adweek.com/tv-video/sprint-just-made-a-whole-show-about-peoples-supposed-obsession-with-paul-marcarelli/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT