Sprint calls T-Mobile ‘ghetto’ in exceptionally tasteless ad

Sprint’s probably going to want to pull its latest T-Mobile attack ad once people see it and realize how truly tasteless it sounds. The ad features a white woman describing T-Mobile as “ghetto” while Sprint CEO Marcelo Claure, sitting beside her, nods and laughs. “People who have T-Mobile are just like, why do you have T-Mobile?” the woman asks.

The ad is essentially just a group of white people laughing at the idea that T-Mobile can be associated with minorities and lower-income customers. AT&T, Sprint, and Verizon, on the other hand, are positioned as legitimate options for the customers at this fancy meal. To put it simply, the spot is pretty racist, and it’s bewildering to think that Sprint approved and published this.

It’s a really bad look. And while Sprint may well try to write it off as a quote from an actual woman — “Actual Sprint, T-Mobile, Verizon, and AT&T customers. No actors,” the ad reads — the fact is that Sprint chose this footage and put it on the web.

Update, 10PM ET: Sprint has pulled the video after Claure apologized in a tweet. “My job is to listen to consumers. Our point was to share customer views,” the CEO said. “Bad judgment on our part. Apologies. Taking the video down.”

After a Twitter user subsequently called the video “disrespectful to all of us low-middle class Latinos,” Claure replied “that I won’t take. I am as Latino as you are so don’t try to pull that card.”