T-Mobile has turned to "Breaking Bad" star Aaron Paul to promote its Binge On program, which lets some of the wireless carrier's customers stream video from services like Netflix, Hulu and HBO without sapping their wireless data plans.
In two 30-second TV spots, Mr. Paul leads a self-help meeting for binge watchers that gets derailed and becomes a binge-watching extravaganza, thanks to T-Mobile's Binge On program, which rolls out Sunday. The first of the ads will premiere Wednesday night during ABC's "Modern Family." (See another here.)
In addition to the TV ads, T-Mobile has produced two digital videos starring Mr. Paul that extend the commercials' storyline. "When you see the spot on air, you don't want to see the same spot when you go to digital," Mr. DeLuca said. "We wanted to develop the story even more fully."
One of the videos will spotlight a character who likes to binge-watch HBO's "Girls," and the other will focus on a character that confuses his own life with the lives of the characters he watches on TV.
T-Mobile will post the videos to bingewatchersanonymous.org, which also offers to let people create Bingewatchers Anonymous cards, as well as Facebook and YouTube. The company hopes Bingewatchers Anonymous cards will build into a meme, much the way a promotion this summer for "Straight Outta Compton" did.
"When [T-Mobile's agency Publicis Seattle] was crafting the commercial, they came up with this idea of what if there was a binge watchers anonymous organization," Peter DeLuca, senior VP-brand and advertising at T-Mobile, said in an interview with Ad Age following the announcement event in Los Angeles on Tuesday. He declined to say how much the brand is spending on the campaign.
"Binge On" lets customers of certain T-Mobile wireless plans watch videos from 24 digital video services free of charge, data-wise, at what T-Mobile execs described as "DVD-quality" 480p resolution.
Read more about T-Mobile's "Binge On" on Adage.com.