About this entry

There's few things people love more than an iconic duo. Bonnie & Clyde. Sonny & Cher. Cheech & Chong... Tom Brady and Gronk. When it came to Super Bowl 2021, few players garnered more attention than this dynamic couple leading up to the game and we knew we had to have them. Our goal with the GOAT in 5G was to lean into the very-relevant celebrity status of two legends playing in the Super Bowl while keeping the messaging clear, concise and above all else, entertaining and funny. Although the ad was banned from TV before it event went live, the success of our spot on social media could not be stopped. 

AgAge: The uncut 60-second commercial flashes back to a conversation between Tom Brady and Rob Gronkowski, where Gronkowski is encouraging Brady to retire from football and come to Tampa Bay. But due to poor cell phone service, Brady interprets the conversation as Gronkowski encouraging him to go to Florida and to take him with him. The end of the spot shows Brady at a press conference announcing he is going to Tampa Bay and Gronkowski is going with him.

Our Goals: Simple, But Impactful

• Drive meaningful engagement and resonate with our wide range of social audiences
• Lead Telecom SOV prior, during and after the big game
• Be the most talked about brand - period
• Set the gold standard of Super Bowl commercial excellence 

YouTube Description: We love the big game. The rivalries. The drama. The build-up. The athleticism. The sportsmanship. The ads. For the last eight years, T-Mobile’s gone big for the big game – Bieber, Tebow, Harvey, Drake, Snoop & Martha, Handler & Silverman, Anthony & Mama Doris and even a Kardashian. But we’ve never been banned. Until now. We made this amazing ad starring the amazing Tom Brady and Rob Gronkowski. Even after editing, the spot was still banned “based on the ... protected telco rights deal." So, watch and decide for yourself ... what does the “official telco sponsor” not want you to see?

Why does this entry deserve to win?

• Integrate spot talent across platforms for maximum exposure
• Extend above the line through exclusive content and participation
• Spot talent sharing T-Mobile’s video instead of posting it on their own platforms directed views to T-Mobile’s original video while still generating engagements on their own posts.
• Build excitement for the Brand around the game

Results

• T-Mobile was the most talked about brand during game day second only to half time sponsor Pepsi
• Represented more than 5% of all SB conversation in the days after the game
• 192.5M VIEWS w 5.4M PUBLIC ENGAGEMENT
• 39 M YouTube views to date
• GOAT contributed to nearly 90% of all Super Bowl engagements & over 60% of views
• Over half of Brand GOAT views were generated before the game had started
• Making a moment out of the banned spot before Game Day with influencer amplification drove success
  • 18% more Brand video views than the past two years combined
  • 4x more organic public engagements and 3x more organic views than the past 3 years combined
• TikTok was a highly engaged platform driving over 2M engagements across 36 “duets.
• Spot talent, especially Gronk & Brady, sharing T-Mobile’s video instead of posting it on their own platforms directed views to T-Mobile’s original video boosting overall performance
• 38% of all engagements were generated from TikTok creators
• Over 10% of Brand views were generated organically, which is 7x the previous two years together.
• T-Mobile not only dominated the gameday conversation but continued to lead in the days that followed thanks to the buzz generated by the set of spots.

Media