In T-Mobile’s second spot of Super Bowl LIII, the company mocks a question that can be a major source of tension for any couple: “What should we get for dinner?”
The 30-second ad from Panay Films offers a peek at a funny text exchange between partners, with a man struggling to find an answer that will satisfy his hungry girlfriend. On screen, he types out and deletes several texts before settling on the crowd-pleasing “Whatever you want bae.” (Spoiler alert: she inevitably wants sushi, as he first predicted).
The words “Get what you want” flash at the end of the second-quarter spot, touting free weekly tacos from Taco Bell as a part of its T-Mobile Tuesdays rewards program. “What’s for Dinner?” offered an early hint at the telecom provider’s ongoing collaboration with the Mexican food chain.
In 2019, only about 4 million of the company’s 74 million customers were regularly cashing in on T-Mobile Tuesdays, with the telecom provider giving away roughly $186 million worth of goodies to date, T-Mobile CMO Nick Drake told Ad Age. The company looked to its Big Game campaign to bring that number up.
The “Un-Carrier” wasn’t alone in advertising during this year’s Super Bowl, with fellow phone carriers Sprint, Verizon and low-cost mobile virtual network operator Mint Mobile all airing commercials of their own.
AGENCY: Panay Films
SUPER BOWL: LIII
QUARTER AIRED: Q2