Dan Hesse's Back; Sprint CEO Pitches New Plan In Ads

Sprint's CEO Dan Hesse

Sprint’s CEO Dan Hesse will once again appear in a TV commercial tonight during the NFL’s season opener to pitch the carrier’s latest voice plan, which offers unlimited mobile to mobile calling and unlimited data for $70 a month.

Last year, Hesse became a highly recognizable figure after appearing in black-and-white commercials to defend the company’s customer service record and advertise the carrier’s Simply Everything plan, which offers unlimited calling and data for $99. In April, Sprint removed Hesse from the commercials, which left critics wondering if it was in response to dropping faith in CEOs as the economy tanked.

But with his return today, a spokesman says it has more to do with reserving Hesse for big roll-outs, such as today’s launch of “Any Mobile, Anytime.” Sprint (NYSE: S) Spokesman James Fisher said: “It will run for a short time during the introduction of the product, but it doesn

Comments have been disabled for this post