T-Mobile taps Donald Faison and Zach Braff to push 5G home internet during Super Bowl

Donald Faison and Zach Braff star in T-Mobile’s 5G home internet Super Bowl ad.

T-Mobile

T-Mobile has recruited Dolly Parton and Miley Cyrus for two Super Bowl commercials touting its wireless service. But the company will also have a third place in this year’s big game. focused on its 5G home internet offer.

On Saturday, the carrier revealed the new spot, which features actors Donald Faison and Zach Braff riffing on Leonard Bernstein’s I Feel Pretty from West Side Story. Faison and Braff are best known for their roles in the early 2000s hit NBC comedy Scrubs.

“Dolly and Miley are focused on 5G for phones and you have Zach and Donald focused on 5G for home broadband…we thought it would be good to have (a) different message for the two,” Dow Draper, executive vice president of emerging companies, tells CNET.

“Why we picked these guys it’s just a great humorous way to highlight those pain points that customers have who are paying too much for what you get, being stuck in contracts, price hikes, It was fun for us to bring this in a humorous way because we think it will resonate and people will at least remember it more.”

T-Mobile began expanding into home internet through its 5G service last year and now offers the option to more than 30 million people. The carrier charges $50 per month for the service (assuming automatic payments are enabled, otherwise it’s $55 per month) with taxes, fees, and a modem/router included in the price. There are no data caps or annual contracts, with the carrier saying “typical” download speeds should be between 35 and 115 Mbps.

The carrier announced on its recent earnings call that it had added 224,000 home internet subscribers during the fourth quarter of 2021 and ended the year with 646,000 users.

T-Mobile previously said it aims to have 7-8 million home internet customers by 2025.

However, it’s not the only wireless service provider looking to use 5G to compete with cable and fiber options. Verizon recently began ramping up advertising for its rival 5G home internet product and also plans to advertise during the Super Bowl. Its ad features actor Jim Carrey reprising his role as The Cable Guy.

Draper, for his part, sees competition as a good thing, noting the adage “a rising tide lifts all boats.”

“I actually like that we both do it because I think it builds awareness of the category and it’s important that consumers know there’s an alternative to traditional cable. I think more the category is known, the better.”

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