Publicis, MRY and Aaron Paul Encourage Binge-Watching in New T-Mobile Campaign

Binge away, bitch.

That’s the message we draw from the newest campaign to promote T-Mobile and its Binge On service, which allows customers to stream (legal) video without burning up their critical data. Of course this only applies if you happen to be a subscriber to the services in question, so your mom’s HBO GO password is somehow even more valuable now than before. Here’s a quick explainer for dummies.

After urging the public to “Think Again” about its network provider and enlisting one Joel McHale to help users choose wisely, Publicis Seattle and Aaron Paul want viewers to accept the fact that they have a disease…and they’re not alone.

Hi. I was Jesse Pinkman, and now I’m a binge watching addict. I also have a problem dropping spoilers.

As you can see, T-Mobile’s AMAZING new offer is interrupting the path to recovery for many of these addicts.

In the next spot, Mr. Paul surveys the aftermath.

That’s a very debatable use of the word “free,” but we get it.

Finally, we get a confession in a new mobile clip.

Here’s a little tidbit about the campaign: last month we learned that MRY had won the T-Mobile social business, which will be run out of its newest office in Seattle. That agency also did a good bit of digital work on this campaign, creating the companion website, the “hotline” for binge addicts and the web-only videos including that last one with the Girls joke. (There will be more shorts to come.)

The company hopes that “Binge Watchers Anonymous” ID cards (which are a total contradiction) will go viral with the help of the #BingeOn hashtag. We can’t say whether that will happen, but we do appreciate the company’s efforts to recruit Lil’ Jon for the launch party so we could pretend that it’s 2005 again.

But who streams full episodes on a phone?!