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It could have been the same old Super Bowl story. A creative team toils for months, and a client spends millions, on 30-seconds of big-game glory. Then, faster than the MVP can say “Disneyland,” the applause fades, the spot is relegated to routine rotation and, ultimately, assumes its final resting place on the agency reel.
But after spending about 14 months creating a story arc with Charles Barkley and Dwyane Wade — the shooting guard wants into the legend’s Fave Five — T-Mobile didn’t want its investment riding the bench.
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