Publicis, T-Mobile Want You to ‘Think Again’

Publicis launched a new spot for T-Mobile, hyping the network’s Extended Range LTE, entitled “Think Again.”

The spot opens with a voiceover proclaiming, “There’s a network that never stops improving, that’s grown faster than any other…” over scenic shots of mountains. It continues, “…covering nearly every American, and these geese” over a shot of geese majestically flying in unison. The voiceover then informs viewers that “It’s not who you think” (which seems to be a jab at Verizon) as the music and style of the ad suddenly change as the spot brags about how T-Mobile’s new 4G LTE reaches twice as far and is four times better in buildings. The approach is far from subtle as it clearly just wants to get across the message about T-Mobile’s coverage. That’s fine, if marred by a boring and slightly annoying delivery, and the spot concludes by inviting viewers to compare for themselves at the brand’s website.