Jazzy Sprint ads fail to connect
But long-distance firm calls campaign 'incredibly effective'

BYLINE: Michael McCarthy -- Sela Ward is more than just a pretty face.

The star's unusual, biblical first name means "hallelujah" or "amen." Fans of the actress and pitchwoman for Sprint long-distance service might use the same words about her.

Ward, 44, explodes the myth that mature, intelligent women aren't sexy. She has made a career of playing smart, self-possessed women. Her roles range from films such as The Fugitive to an Emmy-winning turn as an alcoholic on NBC's Sisters to a critically praised portrayal of newscaster Jessica Savitch in Lifetime's Almost Golden. She has been nominated for another Emmy for her current TV role as a divorced mother venturing back into dating in Once and Again. Her success and media profile may spur more good roles for mature women.

"Hollywood ignores older actresses," notes marketing consultant Laura Ries. "Not because the public doesn't want to see them, but because Hollywood likes 18-year-old cuties."

Ward shows that 40 is just fine for women in ads, too. Phone companies have long called on celebrities, such as James Earl Jones for Verizon and Mad About You star Paul Reiser for AT&T. But those campaigns are tame compared with Ward's star turn for Sprint created by McCann-Erickson, New York.

These hip, high-energy spots feel more like Revlon ads than tactical "Phone War" attacks. And Ward is at her sassy best as she shakes and shimmies to hip-hop music. She bumps the number 2 away with her booty. She dances the best TV mambo since Alice, Trixie and Mrs. Manicotti took lessons on The Honeymooners.

So you'd think these ads would post big numbers in Ad Track, USA TODAY's consumer poll. Wrong. They disconnect with many consumers, particularly women.

Of those familiar with the spots, only 14% like them "a lot" vs. Ad Track's 22% average. Only 16% rate them effective vs. a 24% average. And 20% dislike them vs. a 13% average. But there was a clear gender gap in these numbers: Only 9% of women like the ads "a lot" vs. 20% of men.

Pam Kramer, director of advertising for Sprint, says she's surprised by the results. "From our perspective the campaign is incredibly effective," Kramer says.

Kramer calls Ward a "perfect" choice to succeed Candice Bergen as the main Sprint endorser and says the elegant, upscale Ward appeals to the consumer Sprint wants to reach. "We're looking for the communications-oriented person, the smart, savvy consumer," she says.

And Sprint's internal tracking, she says, shows Ward has hit a bull's-eye with that target market. Call volume from consumers looking to switch to Sprint rose 24% in March when the first spots hit the air. Consumers are writing and sending e-mail asking for more Sela Ward.

Says Dave Moore, executive creative director at McCann: "We're not trying to sway the general population. We're speaking to a specific consumer. And within those consumers, the ads are not only likable but effective."

As for the gender gap, perhaps Ward's ads, to quote the pop song from a few years back, are "too sexy" for some fans. The image is a long way from Once and Again. While Sprint and McCann seem particularly surprised that only half as many women liked the ads, Moore disagrees that Ward's performance is a factor.

"They ads are more playful than sexy," he says. "They definitely have stopping power. The good news is people are stopping to watch, and they have opinions."

Ward herself works closely with McCann to come up with creative ideas. That's not surprising: Ward studied art and advertising at the University of Alabama before she moved to New York to pursue an advertising career as an art director. The ex-Crimson-Tide cheerleader then turned to modeling and acting and appeared in over 20 national TV ads before Sprint.__USA Today (August 28, 2000)