Bellevue, Wash. — T-Mobile hopes to kick butt with its second Super Bowl ad, which stars out-size TV personality Kim Kardashian West in a humorous spot that promotes the carrier’s new Data Stash data-rollover policy.
In the ad, Kardashian laments other carrier’s policies of “taking back” unused data that consumers paid for and highlights what the data could be used for, such as keeping up with Kardashian.
As she says forlornly during the commercial, “Each month, millions of gigabytes of unused data are taken back by wireless companies. Tragic. Data that you paid for that can be used to see my makeup, my backhand, my outfits, my vacations and my outfits. Sadly, all lost. Please, help save the data.”
T-Mobile said the spot and supporting campaign elements, including a Twitter campaign (#KimsDataStash) “are designed to help consumers understand how our products are disruptive and drive social activation, buzz and conversation that bring new people to the un-carrier.”
T-Mobile compared itself to David competing against two Goliaths in the industry. “We do that by being faster, more focused on our customers, and more disruptive and memorable. And a big part of our listening is through social media, so who better for T-Mobile to partner with than a social-media maven like Kim?”
With T-Mobile’s DataStash policy, unused data rolls forward for up to 12 months.
Last year, T-Mobile aired its first Super Bowl ad, which starred football star Tim Tebow, who was without a contract at the time, in a series of humorous vignettes promoting the carrier’s contract-free plans.