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In the week leading up to the Super Bowl, T-Mobile launched a 60-second spot starring Justin Bieber and hinted at bigger plans for the game. All told, the brand ran four different ads, a total of three minutes of airtime.
As the brand’s svp of advertising Peter DeLuca said, “The brand is in a position where when we dive in, we really want to go big.”
The strategy to run more than one ad during the game isn’t new for T-Mobile, but DeLuca noted that Super Bowl LI is definitely the brand’s biggest presence to date.
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