T-Mobile Spent $10 Million On A Super Bowl Ad That Didn’t Even Advertise Phones


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Grace Carr Reporter
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T-Mobile ran an ad during the Super Bowl Sunday night which featured the voice of actress Kerry Washington advocating for equal pay while the camera panned over babies of various ethnicities.

The ad, titled “#LittleOnes,” begins by showing footage of babies of different races smiling on a bed while soothing music plays in the background. “Welcome to the world little ones,” Washington says. “It’s a lot to take in, but you come with open minds and the instinct that we are equal.”

“Some people may see differences and be threatened by them, but you are unstoppable. You’ll love who you want. You’ll demand fair and equal pay. You will not allow where you come from to dictate where you’re going,” the ad continues.


“You will be heard, not dismissed. You will be connected, not alone. Change starts now,” the ad states, asking, “are you with us?”

Experts estimate that a 30-second ad during the Super Bowl costs roughly $5 million, putting the cost of T-Mobile’s 60-second ad at $10 million.


T-Mobile’s website also advertises its new campaign which focuses on diversity and equality.

“Change is in the air. And, this moment in history calls for something different. Something more impactful. Something more meaningful,” the website reads in bold.

T-Mobile advertises itself as America’s best unlimited network against competitors like Verizon and AT&T.

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