Super Bowl commercials: T-Mobile uses Justin Bieber, Rob Gronkowski, and Terrell Owens

While Terrell Owens for some inexplicable reason didn’t make it into the NFL Hall of Fame this weekend, he at least got a hefty paycheck for something else: Getting to be one of the stars for the latest Super Bowl commercial for T-Mobile. The phone giant unleashed one of their new big ads for the game today, and it features both the NFL icon alongside a current superstar in Rob Gronkowski and also a pop superstar in Justin Bieber.

The idea is simple: Giving you unlimited everything, just as some of best players have unlimited moves in celebration of their work on the field.

What worked – Great use of star power in between the three different superstars. Meanwhile, the #UnlimitedMoves hashtag offers viewers an incentive to get involved even to the point of getting a chance to catch Bieber’s attention following the game. It advertises the brand, while also makes people want to get up and move themselves. For T-Mobile, they’re constantly looking for new ways to innovate in their advertising. This commercial does a great job of leveraging social media.

What didn’t – The correlation between unlimited minutes / data / everything else for T-Mobile and unlimited moves is a little bit flimsy, mostly because it’s technically a penalty in the NFL to celebrate excessively. Maybe if this ad came about back when the NFL actually wanted their players to have fun, it’d be a little bit more relevant.

Overall – It’s not a perfect ad by any means, but without really going for comedy this is one of the best things that T-Mobile could’ve come up with. Bieber’s grown up now and he doesn’t have the same stigma around him he once did; it’s nice to see him having a bit of fun here, and the social aspect of this ad could make it a player for weeks to come. Grade: B.

What did you think of the ad? Share now in the comments, and head over here to get some other commercials from the big game! (Photo: T-Mobile.)