T-Mobile scores its second Top 10 ad in two years, and it’s a sequel to last year’s spot involving footballer Anthony Anderson and his even more formidable Mom. In this ad, T-Mobile encourages users to share “family drama” with their phone contracts, and dramatises it in hilarious fashion with a football game between Anthony and his Mom, in which the latter keeps drawing in unexpected allies.
It’s an ad which makes good use of celebrities – like many this year – and will benefit from happy memories of last year’s spot. It’s a reminder that brands shouldn’t be shy of reusing ideas and turning them into Fluent Devices – they will have a lot more mileage and long-term effectiveness that way. Executionally, it might have risen even higher if it had avoided the exceptionally heavy use of voiceover, including to explain every joke in the ad.Back To All
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