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On Tuesday, Sprint yanked a promo video that came under fire on social media over its use of the world “ghetto.”
The spot shows Sprint CEO Marcelo Claure on a “listening tour” asking a customer, a white woman, what she thinks of rival cell phone company T-Mobile.
“I’m going to tell you a carrier name, and I want you to basically tell me what comes to your mind,” Claure says. “T-Mobile. When I say T-Mobile to you, just a couple of words?”
“Oh, my God, the first word that came to my mind was … ‘ghetto’!” said the customer, as other people in the room laugh. “That sounds, like, terrible. I don’t know.
“People who have T-Mobile are just, like, why do you have T-Mobile?” she continued.
Claure later tweeted:
My job is to listen to consumers. Our point was to share customer views. Bad judgment on our part. Apologies. Taking the video down.