HIGHLIGHTS:
#3 Super Bowl social engagement
Adweek top 5 Super Bowl ad
Washington Post top 10
& 4/5 stars by Ad Age,

SYNOPSIS:
Getting 90 seconds of BDSM into 125 million American homes during sport’s biggest day.

T-Mobile wanted to stick it to their stiffest competitor - and one of the NFL’s largest sponsors - Verizon, on football’s biggest day. So we came up with “The Safe Word is Unlimited” a play on the pain that Verizon’s limited data plans bring upon it’s customers,  by creating a protagonist that LOVES to be punished a little too much.

I was fortunate to lead a cross-functional team made up of multiple agencies to bring the campaign to life.

The client liked the idea so much, we were convinced there was more meat on the bone.  So, we collabed with our social media partners at Laundry Service to extend the story, co-produced and edited the piece, and convinced T-Mobile CEO John Legere to buy more media just days before gameday to air it as well. I even talked them into using one of my favorite artists, Nao for the soundtrack.

The integrated thinking paid off big, transforming a one-off TV spot, into a superbowl MOMENT, and helping the brand garner top 3 highest social media chatter of the game, including this very weird bit of corporate back and forth.