T-Mobile brought a fresh and relatable approach to Super Bowl LIII advertising with a series of four connected commercials, all centered around the theme of text messaging. Created by the agency Anomaly, these ads showcased the benefits of T-Mobile’s plans in a humorous and lighthearted way.
We’re Here For You: This opening ad establishes the humorous tone with a customer texting T-Mobile customer service for help understanding a detailed data usage explanation. T-Mobile responds with a simple “You’re welcome,” highlighting the ease of their plans.
What’s for Dinner?: The second spot tackles a common source of domestic tension – the “what’s for dinner?” question. A couple’s text exchange goes back and forth with indecisiveness, ultimately prompting them to order takeout thanks to T-Mobile’s unlimited data.
Dad?!: This commercial focuses on the frustration of dealing with carrier contracts. A daughter texts her dad, horrified to learn he’s considering switching carriers and potentially losing his phone number. The ad emphasizes T-Mobile’s policy of covering contract buyouts.
We’ll Keep You Covered: The final ad in the series emphasizes T-Mobile’s commitment to providing a reliable network. A man texts his Lyft driver, worried about losing service during a ride. The driver assures him they’ll be fine with T-Mobile’s network.
These text-based commercials resonated with viewers for their relatable humor and focus on everyday situations. The ads effectively highlighted the benefits of T-Mobile’s plans, such as unlimited data, contract buyouts, and a reliable network.
