Sprint has launched a new ad campaign that hopes to shed light on and explain its new Framily—combination of “friends” and “family”—plan. The ad, titled “Meet the Frobinsons,” stars Andrew Dice Clay as a talking hamster and father of the odd, mismatched family.

It’s unclear if the ad works at really explaining what a Framily Plan is. In reality, it’s just another made up marketing word that already feels outdated and disconnected.

Anthony Alaniz

Anthony Alaniz is a writer and Michigan native. After three years at Car and Driver focusing on web production and video engagement management, he branched out to focus on establishing a writing career. Currently he writes for a number of outlets covering the automotive industry, business, technology and breaking news.

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