T-Mobile
North America
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.
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