T-Mobile's 60-second spot in Super Bowl XLII combined basketball favorites Charles Barkley and Dwyane Wade in a single commercial. Executives from Publicis in the West, which created the ad, said the chemistry between the players was so strong that the agency was able to produce hours of extra footage from outtakes. Even though T-Mobile bought a 60-second spot, up from 30 seconds in the 2007 game ("Icon"), the company still had enough outtakes to create a separate web campaign, where users could edit and combine clips, after the event.
Barkley's Super Bowl debut came in 1994, when McDonald's made a sequel to its hit "The Showdown" called "One Year Later." He would be back in the Super Bowl before T-Mobile would, staring in a pair of Taco Bell ads in 2010 ("It Rocks" and "Poem"). The phone carrier sat out the next batch of Super Bowls, only to storm back in 2014 with a trio of ads targeting rivals' terms and conditions ( "No Contract, No Worries," "Still No Contract," and "Kill Your Contract.")
Director: Stacy Wall, who was a Wieden & Kennedy creative director on previous big-game ads such as Nike's "Super Bowl Party." Production company: Epoch Films.
Executive creative director: Dan Fietsam. Creative directors: Rob Hollenbeck, Steve Williams. Copywriter: Steve Williams. Art director: Rob Hollenbeck. Agency producer: Nicole Dundas.
Editorial: Whitehouse Post. Editor: David Brixton.
QUARTER AIRED: Q2