How T-Mobile’s Super Bowl ad promoted its new satellite service, while taking on Verizon and AT&T

In recent months AT&T and Verizon have run marketing campaigns hyping emerging satellite-powered services, which would enable customers to connect to satellites in space and get reception in areas outside of a tower’s range. T-Mobile sought to get a jump on its competitors tonight, using its Super Bowl commercial to promote the widespread availability of its satellite-powered service in partnership with Starlink, which is owned by Elon Musk’s SpaceX. The 60-second spot from Panay Films and director Louis Leterrier, called “A New Era in Connectivity,” aired in the first quarter of Sunday’s game on Fox. It begins with an aerial view of Earth overlaid by screenshots of texts that aren’t going through. It then shows scenes of people using their phones in dead zones such as forests, mountains and remote roads. T-Mobile in January began rolling out its satellite service to Samsung Galaxy phones, later adding Apple iPhones and Google Pixel phones. The Super Bowl campaign includes an appeal to users of competing mobile networks, including AT&T and Verizon customers, who can use T-Mobile’s satellite service for free for a limited introductory period ending in July by signing up on T-Mobile’s website. Service will be given on a first come first serve basis. The service will then be included in T-Mobile’s most expensive consumer and business plans and its T-Priority plans for first responders. T-Mobile customers on other plans can add the service for $15 per month per line. AT&T and Verizon customers can add it for $20 per month per line without switching to T-Mobile. Those who register for the introductory offer in February will get a $5 monthly discount. After the ad ran, Musk promoted the service to his more than 216 million X followers. Register for the Starlink direct to cell beta program with T-Mobile https://t.co/JzS8bD8bV3— Elon Musk (@elonmusk) February 10, 2025 Super Bowl commercials Tracking the latest brand and agency plans Click here The service will work on most smartphones from the last four years, T-Mobile said in a press release. Starlink’s service will initially only power texting and Wireless Emergency Alerts, a disclaimer in T-Mobile’s ad reads. Phone and video calls, data and texts that include images are not yet supported. Satellite showdown T-Mobile’s Super Bowl spot comes a week after Verizon promoted its satellite service plans with an ad during the Grammys. That commercial saw longtime “Can you hear me now?” spokesman Paul Marcarelli return as he texted astronaut Buzz Aldrin from space. Verizon and AT&T are partnering with AST SpaceMobile, which says it is building a “space-based cellular broadband network accessible directly by everyday smartphones,” according to a recent press release. In April, AT&T launched a campaign during the Masters golf tournament promoting its satellite-powered plans. The spot starred Ben Stiller making a call after he gets horrifically lost during a bad game of golf. The ad initially closed with the message “The future of help is an AT&T satellite call away.” However, T-Mobile complained to the Better Business Bureau’s National Advertising Division that AT&T’s statement implied it already provided satellite-powered calls. AT&T in August changed its ad to read “The future of help will be an AT&T satellite call away.” AT&T and Verizon have also made a regulatory appeal. In August, they filed claims to the FCC opposing Starlink’s proposal to operate its satellites beyond normal radio frequency parameters. The brands contended that the expansion would interfere with their networks. SpaceX accused both brands of denying the public a beneficial service. “A familiar cast of wannabe competitors has petitioned to stop SpaceX, demanding that consumers and first responders sacrifice these life-saving services and America’s leadership in supplemental coverage from space,” SpaceX wrote in a letter to the FCC in August. In November, the FCC approved a license for T-Mobile and Starlink to offer satellite-powered coverage from space, though it still has not decided if SpaceX can increase the radio emission power of its satellites to support functions such as voice and video calls.

How T-Mobile’s Super Bowl ad promoted its new satellite service, while taking on Verizon and AT&T

Featured Stories

Latest News

See More in Super Bowl