• March 14, 2011

Sprint CEO Dan Hesse is once again returning to the commercial airwaves, this time explain the value of "unlimited."

In his 10th commercial appearance, the CEO explains that the company's Simply Everything plans do not include data overage charges, limit data usage or slow down after a certain data threshold is reached.

"The other day, I looked up the word unlimited in the dictionary," Hesse says in the ad. "Nowhere in the definition did I see words like metering, overage, or throttling, which is code for slowing you down. Only Sprint gives you true unlimited calling, texting, surfing, TV and navigation on all phones."