T-Mobile aired one commercial per quarter during Super Bowl LIII in a humorous ad blitz that saw the “Un-Carrier” promote T-Mobile Tuesdays, its three-year-old rewards program.
In “Holy Scroller,” the telecom giant’s first spot of the night, someone receives a novel-length text that touches on pilates, tigers, cereal and the sender’s “journey”—though T-Mobile insists on “keeping it brief,” saying that they simply offer “America’s best unlimited.” The ad marks the company’s sixth consecutive Super Bowl appearance.
The 30-second spot from Panay Films was the only one of the four to not explicitly mention T-Mobile Tuesdays or the carrier’s special offers.
"The core purpose of T-Mobile is to change wireless for good and forcing others to follow us," T-Mobile CMO Nick Drake told Ad Age, saying the company has forced its major rivals to follow suit on more than a dozen initiatives including offering unlimited data plans and similar rewards-based loyalty programs.
AGENCY: Panay Films
SUPER BOWL: LIII
QUARTER AIRED: Q1