• by Aaron Baar , July 1, 2015

Despite assertions of simplicity or unlimited data, many wireless plans come with asterisks and fine print that make it difficult for average consumers to understand. And they rarely include the cost of the phone.

Sprint is looking to add a little clarity to the market with a new, $80 “All-in” pricing plan that the company says provides one monthly plan for the company’s “most popular” smartphones and includes unlimited talk, text and data.

“We listen to consumers all the time. And [they] are tired of receiving cell phone bills that are full of lots of prices,” Sprint CEO Marcelo Claure said in a video explaining the new plans. “Imagine if you saw an ad for a hamburger, and they said the meat in the hamburger [cost] a dollar, and when you showed up, they said they were going to charge you for the bread, and for the lettuce.”

The company is introducing the plan via a new advertising effort featuring soccer star David Beckham. Television commercials, which began airing during the Women’s World Cup Soccer semifinal game on Tuesday night, depict Beckham in competing wireless company stores asking them to explain their respective plans. The T-Mobile representative notes their unlimited plan is subject to throttling, the AT&T representative tries to explain its rollover plan, and the Verizon Wireless clerk gets into a byzantine pricing scheme.

As Beckham goes from store to store (noting throughout the commercial that none of these plans include the phones), other customers begin to follow him, seeking the same clarity. He finally ends up in a Sprint store, saying that all he wants is a plan that allows him to “talk all I want, text all I want, watch movies, and pick the phone I want. All in, for one price.” The starstruck Sprint representative obliges, (“Anything for you, David Beckham,”) and says she also provides it for all Beckham’s friends too.

Beckham’s presence was not specifically tied to the Women’s World Cup tournament, the representative says. But he notes that the soccer star is well-known and will get viewers to stop and watch.

“David has an iconic persona; honest, direct, strong,” a Sprint representative tells Marketing Daily. “He’s capable of reaching a broad audience and effectively telling the ‘All-In’ message.”

In addition to the television spots, the company will use “multiple channels” to inform consumers about the new plans, according to the representative. He would not offer specifics.