Question: Is the former Verizon Wireless spokes-character whose tag line was “Can you hear me now?” unethical to star in commercials for Verizon competitor Sprint?
Answer: No, because that character, “the Test Man,” wasn’t real.
The real actor who played him, Paul Marcarelli, was playing a character and reading a script. He was acting the role of someone who told the audience how good the Verizon Wireless network was. He didn’t have to believe what he said was true. His loyalty extended no farther than his contractual obligations. The actor wasn’t ethically obligated to use Verizon Wireless, like it, understand it or believe in it, any more than Dos Equis’s “most interesting man in the world” has to really be interesting. Once the first ad series was dropped, he was a free agent.
Verizon could have included some kind of non-compete provision in the contract, forbidding Marcarelli from doing ads for a competitor, at least for a while. It definitely could have prevented him from playing the same character as he played in the Verizon commercials, because that character is owned by Verizon. However, Marcarelli uses his real name, Paul, in those Sprint ads, so he can argue that he’s not playing the Verizon character, but himself, and he owns the rights to “Paul Marcarelli.”
However, I do think the Sprint ads are unethical, and so obviously dishonest that they reflect poorly on Sprint. Continue reading