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February 03, 2014

T-Mobile Taps Tim Tebow for Super Bowl Ad

T-Mobile has debuted a new series of commercials featuring former Denver Broncos quarterback Tim Tebow to promote its contract-free plans.

"Why would anyone in their right mind stay in a situation that restricts them?" said T-Mobile president and CEO John Legere said. "We want everyone to be able to exercise their own choice which comes with contract freedom. We thought Tim Tebow was the perfect choice for these spots. And, like T-Mobile, he has the grit, determination and passion for doing the right thing."

"T-Mobile came to me with a great idea around a fun and creative Super Bowl spot. I love what they've been doing and how they treat their customers," said Tim Tebow. "It was a blast filming all of the various scenes, and working with T-Mobile to highlight their concept around no contracts for their customers."

T-Mobile is using the tagline “Contract Freedom” for this campaign.

The ads are the first that the carrier has targeted at the Super Bowl. In the commercials Tebow pokes fun at his own lack of a contract with a football team. He shows that “contract freedom” has its advantages. Without a contract, he has the freedom to do what he wants, including riding a bull, stunt driving in a 1970s TV show, and singing in a heavy metal band.

The Super Bowl has long been a showcase for creative ads and celebrity endorsements are par for the course. This ad shows how T-Mobile is taking on the other carriers with the bold move of buying out other carriers’ contracts with subscribers.

Carriers have traditionally used early termination fees as a Sword of Damocles to keep them paying high monthly rates. Under its new initiative, T-Mobile will pay the cancellation fee in exchange for signing up with one of its contract-free plans.

"We've seen such a huge response from our Contract Freedom launch that we wanted to showcase the momentum of our latest Un-carrier move on a much grander stage," said Mike Sievert, chief marketing officer of T-Mobile US. "You can't get more visibility for a big message like this than at the Super Bowl, and who better than Tim Tebow to embody the relevance of contract freedom."

Edited by Blaise McNamee

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