You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Watch Colbert's Perversely Hilarious T-Mobile Integrated Sponsorship It Doesn't 'Position the Brand in a Negative Light,' He Insists By Simon Dumenco, Published on May 09, 2014 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.