First, the plan itself. "Fair and flexible" sure sounds to me like "consensual and acrobatic," letting viewers know we're in the presence of two people who dig each other and are master woodsmen. I wouldn't be surprised if "fair and flexible" is already cropping up in the "Casual Encounters" section of Craig's List, abbreviated as FnF.

Second, the whole notion of "sticking it to the Man" has quite overt sexual connotations. Back in the 1960s it might have have had somewhat, um, hostile overtones, but with a little mental readjustment it simply speaks of spirited rutting.

Third, the characters in ad. Obviously this is a master-tutor situation. There's the wise older man sharing his vast range of life wisdom with his eager, muscular "assistant" (the suit hides the buffed physique, but trust me, the young guy has washboard abs).

Fourth, consider that the older man is sitting down. What corporate executive ever sits down? They're always going to meetings, making speeches, riding up and down elevators. They never have time to sit down at their desks unless . . . unless . . . well, does the 1998-esque phrase "presidential kneepads" ring any bells? He must have a second assistant!

Fifth, the closing dialogue practically screams that these are men who are comfortable with their sexuality. The assistant says, "So, you're sticking it to yourself."

And the executive says, "Maybe."

Of course, he's modest, but clearly this a man who's at ease sticking it to himself. Every adolescent boy knows what he means, but few talk about it. But the executive is totally upfront about this, and he's so sensitive and in touch with himself that he ought to do a talk show with Phil Donohue. He knows how to talk about what a man knows how to do.

I can't wait for the Super Bowl, to see if Sprint takes this campaign to the next, logical level. Even without a follow-up, however, Sprint deserves a lot of credit for this ringing yet subtle affirmation of gay pride in mainstream marketing.

Now if Sprint would just do a version with Cybill Shepherd and Scarlett Johansson.