Kevin Durant dominates a new “court” in latest ad from Sprint

For the past seven years Kevin Durant has made his mark on the NBA hardwood. Now, Durant crosses over to dominate a different kind of “court,” starring in the latest TV spot from Sprint (NYSE: S).

Sprint released a short clip from a forthcoming 60-second TV commercial today. The full 60-second spot makes its national debut Sunday night, Feb. 15, during the Sprint Halftime Report of the of the NBA All-Star game on TNT. The launch of the commercial campaign marks Durant’s fourth consecutive year as a spokesperson in Sprint’s national advertising.

“I've been working with Sprint for several years now and we challenged ourselves to do something different for our newest commercial,” Durant said. “The ‘Cut Your Bill in Half' ad was a fun spot for me to shoot and I loved being in the courtroom and playing ‘KD, Esq.’”

In the ad Durant plays the role of an attorney who defends against the high wireless prices other carriers charge.

“Kevin is a fixture in our NBA marketing initiatives because of his skill as a basketball player and his character as a person,” said Jeff Hallock, chief marketing officer-Sprint. “He’s beloved by fans, and when the full ad runs they’ll see his personality on full display. He’s funny, endearing and he communicates the great value Sprint offers consumers.”

Sprint will air 30- and 60-second versions of the ad during the coming weeks, complemented by innovative digital and social extensions of the ad concept. The new spot and all extensions were developed by New York-based advertising agency Translation.

Last Sunday, Durant began teasing that something was coming using his personal Twitter feed (@KDTrey5). The hints have continued throughout the week with additional tweets.

This is the latest TV ad from Sprint touting the Cut Your Bill in Half Event, targeting Verizon and AT&T customers. With the Cut Your Bill in Half Event, Sprint will provide unlimited talk and text to anywhere in the U.S. while on the Sprint network – regardless of a customer’s current plan – and match the customer’s current rate plan for half the cost they are currently paying.1

For more information visit www.sprint.com/halfprice.

About Sprint

Sprint (NYSE: S) is a communications services company that creates more and better ways to connect its customers to the things they care about most. Sprint served nearly 56 million connections as of Dec. 31, 2014, and is widely recognized for developing, engineering and deploying innovative technologies, including the first wireless 4G service from a national carrier in the United States; leading no-contract brands including Virgin Mobile USA, Boost Mobile, and Assurance Wireless; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. Sprint has been named to the Dow Jones Sustainability Index (DJSI) North America for the past four years. You can learn more and visit Sprint at www.sprint.com or www.facebook.com/sprint and www.twitter.com/sprint.

1 Requires valid port from AT&T or Verizon to consumer account with $10 min. monthly rate charge. Discount does not apply to certain charges such as taxes, surcharges, add-ons, apps, premium content, int’l services, devices, partial charges or additional lines. Usage Limitations: Other plans may receive prioritized bandwidth availability. To improve data experience for the majority of users, throughput may be limited, varied or reduced on the network.