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T-Mobile is taking a new approach to the Super Bowl.
The brand has a 60-second spot narrated by Kerry Washington in the third quarter of the Big Game with a message that promotes equality and equal pay. The spot, which was created by its in-house creative team with production assistance by Laundry Service, also uses a cover of Nirvana’s “All Apologies.”
“There’s a conversation happening in the country, and there’s a conversation happening with our customers,” said Nick Drake, evp of marketing and experience at T-Mobile.