Sprint in racist ad storm

Sprint CEO Marcelo Claure has issued a groveling apology after the US telco put out an advert widely perceived to be racist.

"My job is to listen to consumers. Our point was to share customer views. Bad judgment on our part. Apologies. Taking the video down," he tweeted.

The advert showed a focus group being asked what they thought of T-Mobile USA, and one replied "Oh, my God, the first word that came to my mind was,” before pausing to look at the one black participant, “ghetto!” Most of the other participants laughed.

The advert sparked a storm of protest, not so much at the comment but that someone at Sprint thought this was a good way to represent their company. T-Mob CEO John Legere issued his own comment on the matter. ®

Sponsored: Balancing consumerization and corporate control

Biting the hand that feeds IT © 1998–2019