News by Andrew Kameka on Friday January 31, 2014.
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T-Mobile is bringing Tim Tebow to the Super Bowl. To be more specific, the nation's fourth-place carrier is bringing ESPN's favorite talking point to the Super Bowl broadcast in a pair of commercials that will highlight T-Mobile's anti-contract stance.
The crux of two ads airing this Sunday is that Tim Tebow, currently out of the NFL with no one tying him down or wanting to sign him to a contract, is free to pursue other ventures. All that freedom allows Tebow to do a variety of other jobs that would otherwise be off-limits to a full-time quarterback whose time is monopolized by practice and game study.
The ad suggests that the same is true for T-Mobile customers; being free from contracts allows consumers to make moves that best benefit them, so the carrier wants to offer them a chance to switch providers.As we've covered previously, T-Mobile is willing to foot the bill for consumers looking to switch carriers. T-Mobile is now spending millions of dollars in expensive air time during the Super Bowl to let people know it will pay the ETF fee to end existing contracts at AT&T, Verizon, and Sprint.
"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. 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." - Mike Sievert, chief marketing officer of T-Mobile US.
Andrew is MobileBurn.com's managing editor. He is based in Miami, Florida.