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

By Patrick Coffee 

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?!

Creative Agency: Publicis Seattle
Executive Creative Director – Jason Lucas
Chief Creative Officer – Andrew Christou
Associate Creative Director – Rob Kleckner
Creative Director – Ryan Blum
Copywriter – Beau Bernstein
Art Director – Jason Fong
Account Director – Garth Knutson
Sr. Producer – Wade Harpootlian
Business Affairs – Deb Groth
Group Acct Director – Adam Thomason
Director of Integrated Production – Corey Bartha

Client Partner: Erin Boyer
Account Manager: Vinny Squillance
Creative Director: Mike Ruiz
Head of Production: Michelle Excell
Producer: Kelly Kruse
Production Company:Art & Sciences
Director: Matt Aselton
Managing Partner/Executive Producer: Marc Marrie
Partner/ Managing Director: Mal Ward
Head of Production: Christa Skotland
Producer: Zoe Odlum
Editorial: Arcade Edit
Editor: Jeff Ferruzzo “Binge Watchers Anonymous”
Editor: Dave Anderson  “Welcome” and “Binging”
Editor: Erik Emond “Girls” and “Life Story”
Executive Producer: Sila Soyer
Senior Post Producer: Anna C. Butler
Assistant Editor: Jon Dean, Elizabeth Parsons
Telecine: Company 3 NY
Executive Producer: Angela Lupo
Colorist: Sophie Borup
Online: Arcade Edit
Flame Artist: Tristian Wake
Flame Assistant: Mark Popham
GFX: Timber
Creative Director: Kevin Lau
AE Artist: Tyler Sparks
Music Track: “Boom”
Writers: Kamel Merzouk, Danny Avila & Alex Castle
Artist: Danny Avilo & Merzo
Audio Mix: Heard City
Partners: Keith Reynard, Philip Loeb
Executive Producer: Gloria Pitagorsky
Mixer: Evan Managiamele, Jodi Levine