Last year, T-Mobile poked fun at those who tend to text a little longer than most people and set up other amusing scenarios in an entertaining series of ads in last year’s Super Bowl. Now, however, the 5G wars are heating up, and the brand is back in the game with an ad featuring Anthony Anderson and his real-life mom, Doris Hancox.
The 60-second ad, set to run in the fourth quarter, puts 5G to the test. A skeptical mom keeps calling the Black-ish star to let him know that the mobile brand’s service works well in just about anywhere. There are several humorous moments, the best being Hancox giving the “shoosh” back to a group of people at a movie theater.
The “Un-Carrier” is also taking the opportunity during the game to conduct a sweepstakes, where the brand will give away five brand-new free Samsung Galaxy Note 10+ 5G smartphones every five minutes throughout the entire game from kickoff to final whistle.
“Everyone knows, mamas don’t mess around—and neither does T-Mobile. This year we came to play in the Super Bowl!” said John Legere, T-Mobile CEO. “And I can’t think of a better combo than this hilarious real-life mother/son duo to share the story of our 5G network. Only T-Mobile has nationwide 5G. Go tell your mama!”
T-Mobile and Sprint are attempting a merger to the tune of $26.5 billion. The FCC approved the deal in November, but there are still headwinds as the attorney generals of some states have filed suit to block the merger on the grounds that it will reduce competition and raise rates.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 54 Ad Tracker. And join us on the evening of Feb. 2 for the best in-game coverage of the Super Bowl commercials anywhere.
Creative: Panay Films
Director: Steve Pink