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
Drake has T-mobile, I have T-mobile..I’m sensing a connnnnnecccctiiiooooonnnn
— marshamarshaMARSHA (@awkwardlym) February 2, 2016
Your move, Verizon.
More in Marketing
Some creators say brands are delaying their holiday deals later than ever this year
After front-loading budgets in the first half of the year, brands strike last-minute deals with creators ahead of the holiday shopping season.
Agency new business crunch now permanent, say execs
Agencies report unreasonable deadlines and time commitments from clients are becoming more common, while new research reveals marketer and agency despair at pitch process.
How one Midwestern department stores sees itself as a ‘hidden gem’ for ‘Instagram brands’
Iowa-based Von Maur considers itself an underdog among department stores. But the retailer says it has unique qualities that are attracting hip brands like Dagne Dover, Ana Luisa and Lulus.