Instagram Unveils 60-Second Ads With T-Mobile and Warner Bros.

Gives Super Bowl marketers new video option

Headshot of Marty Swant

Just in time for the Super Bowl, Instagram is now offering 60-second ads. The social platform's video promos had previously been limited to 15- and 30-second clips.

The Facebook-owned platform began rolling out the new option today, with T-Mobile and Warner Bros. among the first to utilize the format. The wireless carrier is using it to showcase an extended version of its 30-second Super Bowl spot, which will air during the Big Game on Sunday. The spot, featuring Drake, was created by Publicis Seattle.

Here's the longer version of T-Mobile's video ad on Instagram:


We're in the #BigGame with @ChampagnePapi. #YouGotCarriered

A video posted by tmobile (@tmobile) on


Warner Bros. is testing a 60-second trailer for its new film, How to Be Single. A few undisclosed consumer-goods brands also tested the new ad unit, which will be rolled out more widely in the U.S. in the coming weeks, according to an Instagram rep.

In the U.K., Guinness is running a 60-second, black-and-white spot for its "Made of More" campaign on the social media platform. The ad honors Jon Hammond, the American record producer who fought segregation by putting both black and white jazz musicians on his radio show. Hammond played a role in helping a number of music greats find the spotlight, including Billie Holiday, Bob Dylan and Aretha Franklin.

Here's the spot:



@martyswant Marty Swant is a former technology staff writer for Adweek.