People already love T-Mobile’s ‘genius’ Super Bowl ad with Drake

By Digiday • February 2, 2016 •

It took six months, but a mobile phone brand finally realized that Drake’s “Hotline Bling” is perfectly suitable for a marketing tie-in.

T-Mobile revealed its Super Bowl 50 ad this morning on Twitter starring the rapper, whose song became a massive hit bolstered by his viral music video. The 30-second spot replicates Drake recording the music video and singing the lyric “you used to call me on my cellphone,” before three executives by a rival companies drop in slamming him with strict contract rules.

Our #BigGame commercial is here…featuring @Drake! #YouGotCarriered https://t.co/ebrSFafLUe

— T-Mobile (@TMobile) February 2, 2016

Besides giving the world another opportunity to laugh at Drake’s dad dancing, T-Mobile is promoting its “Un-Carrier” shtick that let’s people upgrade their phones and stream unlimited music and video with its albeit controversial “Music Freedom” and “Binge On” programs.

T-Mobile gravitates toward using popular celebrities for the Super Bowl. Last year, the brand hired Kim Kardashian to star in a similar self-aware spot. But judging by the Internet’s reaction, Drake is more beloved than Kardashian with people openly tweeting about loving….a phone company.

I’ve never been proud of having T-Mobile until I saw this drake commercial right now.

— Mayra (@MayLovesKidiNk) February 2, 2016

When your fave carrier @TMobile puts your fave rapper @Drake in their commercial. #genius I love y’all

— Natalie. (@TheJacksonEra) February 2, 2016

t-mobile about to cash in. i just showed my cousin (drake lover) the commercial and she wants to switched to t-mobile… we live in canada.

— maya (@mayaamor) February 2, 2016