Conill, Shakira Change Rules of Wireless for T-Mobile

By Erik Oster 

Conil has a new broadcast spot for 2014 FIFA World Cup Brazil sponsor T-Mobile featuring Shakira.

Entitled “Goal,” the spot imagines what it would be like if soccer had the same kind of crazy restrictions some wireless carriers have. She of the honest hips performs in celebration of a goal when the festivities are interrupted by a referee. “Unlimited headers while abroad are not included in your contract,” says the ref. “No goal.” The spot concludes with the message: “T-Mobile is changing the rules of the game,” before informing viewers they now offer “Unlimited global data and text” for “no extra charge.” It’s a bit goofy, but it’s a simple way to communicate T-Mobile’s offer, and with Shakira’s star power behind it the spot is sure to get people’s attention.


“Goal” will debut on ESPN tomorrow during the T-Mobile sponsored “Countdown to Brazil” program, with a Spanish-language version appearing on Univision and Fútbol de Primera. T-Mobile will also be offering unique FIFA mobile content to customers, including “mini feature video packages calling out the highlights of the day including ‘Goal of the Day,’ ‘Save of the Day,’ and ‘Team Spirit of the Day.'” Stick around for credits after the jump.


Client: T-Mobile USA, Inc.

CMO: Mike Sievert

SVP, Brand Communications: Peter DeLuca

VP, Marketing: Trish Cox


Agency: Conill

VP / Creative Director: Mario Granatur

Associate Creative Director: Ruben Salavert

Art Director: Jonathan Morffi

Copywriter: Ruben Salavert

Director of Production Services: Lourdes Caballero

Producer: Krysta Rosales

VP/Director Client Services: Cilmara Santos

Management Supervisor: Annalise Rodli

Account Supervisor: Beatrice Sagaria-Rossi