T-Mobile Teams With Tim Tebow in Super Bowl Surprise

BSSP, Publicis split game day work with unsigned QB

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T-Mobile, the self-proclaimed "Uncarrier," is taking a contrarian approach to its Super Bowl marketing, too, waiting until the big weekend to reveal its commercials featuring Tim Tebow.

The wireless carrier revealed two of its three spots on Friday morning after keeping them under wraps while many other advertisers, from Jaguar to Budweiser, were generating buzz on YouTube for much of this week.

“We’re the ‘Uncarrier.’ We don’t play by the rules that everybody plays by,” said Peter DeLuca, T-Mobile’s svp of brands and advertising, explaining the company’s decision to hold back any Super Bowl teasers until today.

Some would call it a risky strategy, but then T-Mobile seems to have shunned most traditional paths of late.

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