Sprint’s new “Yes-man” campaign is effective because it’s taking a negative phrase, redefining it, taking ownership of it and getting you to pay attention. Verizon pulled a similar power play through its “Can you hear me now” campaign, embracing a phrase muttered by everyone who has had a bad cell phone connection.
Both companies understand that consumers are not literalists and appreciate a spin on the obvious. Any time a tagline, a name, an ad or a story contains both positive and negative qualities, they become more powerful.