T-Mobile Joins Forces with Dolly Parton and Miley Cyrus for Big Game Ads with a Bigger Message

Rhea-AI Summary

T-Mobile (NASDAQ: TMUS) is returning to the Big Game with a campaign featuring Dolly Parton and Miley Cyrus, aimed at raising awareness of limited 5G networks. T-Mobile emphasizes its commitment to ensuring consumers experience the full potential of their 5G devices on its extensive network, which covers 310 million people with 210 million on Ultra Capacity 5G. T-Mobile will donate $250,000 to Cyrus' Happy Hippie Foundation. Customers switching from Verizon or AT&T can receive up to $800 reimbursement on device payments.

Positive

• Campaign features high-profile celebrities, enhancing brand visibility.
• Network coverage includes 310 million people; 210 million on Ultra Capacity 5G.
• Customer incentives include up to $800 reimbursement on device payments.

Negative

• None.

BELLEVUE, Wash.--(BUSINESS WIRE)-- Y’all … T-Mobile (NASDAQ: TMUS) is coming back full force to the Big Game for the ninth consecutive year! And this time, the Un-carrier tapped American icon and country music legend Dolly Parton and award-winning singer-songwriter Miley Cyrus to fight the good 5G fight and #DoItForThePhones. The Un-carrier believes that no 5G phone should be trapped on a limited 5G network … and Dolly and Miley agree.

"So many consumers aren't experiencing their 5G phone’s full potential because they’re trapped on limited 5G networks. It's like getting a flashy sports car and only being able to drive it in a cul-de-sac,” said Mike Sievert, CEO at T-Mobile. “I can’t think of a better duo to help us spread awareness of this pressing issue than godmother-goddaughter icons Dolly Parton and Miley Cyrus. Because not only are they amazingly talented, they tell it like it is.”

https://www.youtube.com/watch?v=kmqW6nmC3Po

“I’m grateful to help T-Mobile bring awareness to this modern tragedy,” said Dolly Parton. “It’s hard to shine like a diamond on a rhinestone network, and we just want these 5G phones to shine on the nation’s largest, fastest 5G network.”

https://www.youtube.com/watch?v=nHR33K02_vo

"When Aunt Dolly asked me to team up with her and T-Mobile, I was excited to use my voice to enhance this message," said Miley Cyrus. "I'm also thrilled to call T-Mobile a friend and partner of The Happy Hippie Foundation, as they join our mission to fight injustice particularly facing the homeless youth here in Los Angeles, home to the Super Bowl this year."

This marks the first time a godmother and goddaughter duo appear in a Big Game commercial together. With this, T-Mobile will donate $250,000 to Miley Cyrus’ Happy Hippie Foundation, which funds programs that support homeless youth, LGBTQ youth and other vulnerable populations.

Not to mention, customers who switch to T-Mobile from Verizon or AT&T can bring in their eligible phone, and the Un-carrier will reimburse up to $800 per line on remaining device payment balance with a virtual Mastercard, plus ZERO device switching costs. So you can keep your new 5G phone, keep your number AND unleash 5G on the nation's largest and fastest 5G network. Head here for more details.

T-Mobile has the largest and fastest 5G network in the country. T-Mobile’s Extended Range 5G network covers 310 million people nationwide, with 210 million people covered by T-Mobile’s super-fast Ultra Capacity 5G. T-Mobile is upgrading its network all across America, but for those watching the Big Game in person, 95% of people in Greater Los Angeles are now covered with T-Mobile’s Ultra Capacity 5G network. With hundreds of upgraded and newly installed 5G macro sites and small cells, 5G upgrades at LAX, a new state-of-the-art 5G system at SoFi Stadium, as well as enhancements at numerous other venues, T-Mobile customers will get blazing fast 5G speed.

For more information on T-Mobile’s network upgrades in Los Angeles, head here. For more on T-Mobile’s 5G network nationwide, visit T-Mobile.com/coverage.

Follow T-Mobile’s Official Twitter Newsroom @TMobileNews to stay up to date with the latest company news.

“Dolly PSA” Credits:
Agency: Panay Films
Creative Leads: Andrew Panay, Brian Klugman, Nate Tuck
Director: Walt Becker
Editor: Kevin Anderson

“Miley Do It For The Phones” Credits:
Agency: Panay Films
Creative Leads: Andrew Panay, Brian Klugman, Nate Tuck
Director: Steve Pink
Editor: Kevin Anderson

5G capable device required; coverage not available in some areas. Some uses may require certain plan or feature; see T-Mobile.com. Fastest: ​Based on median, overall combined 5G speeds according to analysis by Ookla® of Speedtest Intelligence® data 5G download speeds for Q4 2021. Ookla trademarks used under license and reprinted with permission. Device Payoff: Qualifying unlocked device, credit, service, port-in, 90+ days with device & eligible carrier & timely redemption required. Virtual Mastercard typically takes 15 days. No cash access & expires in 6 months. Card issued by Sunrise Banks N.A., Member FDIC.​

About T-Mobile

T-Mobile US, Inc. (NASDAQ: TMUS) is America’s supercharged Un-carrier, delivering an advanced 4G LTE and transformative nationwide 5G network that will offer reliable connectivity for all. T-Mobile’s customers benefit from its unmatched combination of value and quality, unwavering obsession with offering them the best possible service experience and undisputable drive for disruption that creates competition and innovation in wireless and beyond. Based in Bellevue, Wash., T-Mobile provides services through its subsidiaries and operates its flagship brands, T-Mobile, Metro by T-Mobile and Sprint. For more information please visit: https://www.t-mobile.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220210006104/en/

Media Contacts

T-Mobile US, Inc. Media Relations

MediaRelations@t-mobile.com

Investor Relations Contact

T-Mobile US, Inc.

investor.relations@t-mobile.com

https://investor.t-mobile.com

Source: T-Mobile US, Inc.

FAQ

What is T-Mobile's latest Big Game campaign involving TMUS?

T-Mobile's latest campaign for the Big Game features Dolly Parton and Miley Cyrus, focusing on the importance of utilizing 5G networks.

How many people does T-Mobile's 5G network cover?

T-Mobile's Extended Range 5G network covers 310 million people, with 210 million on Ultra Capacity 5G.

What donation has T-Mobile pledged related to the Big Game?

T-Mobile has pledged a $250,000 donation to Miley Cyrus' Happy Hippie Foundation.

What offer is available for customers switching to T-Mobile from TMUS competitors?

Customers switching from Verizon or AT&T can receive up to $800 reimbursement on their device payment balances.

What is the significance of the celebrity duo in T-Mobile's campaign?

This is the first time that a godmother and goddaughter duo, Dolly Parton and Miley Cyrus, appear together in a Big Game commercial.