T-Mobile took the "hidden fees" concept to a puntastic place here, with a family checking their kids' hair. For itchy, hidden fleas. Sorry. Fees! It must be those damn McCluskeys and their AT&T bill. Just trying to follow the train of thought to this ad makes my brain hurt. Actually not really. I think someone saw the phrase "hidden fees," in the brief, immediately thought of "fleas," and called it a day. I can't put my finger on it, but for some strange reason it feels more like this is an AT&T ad instead of a T-Mobile ad. Perhaps it's the family with the dumb dad and the fact everyone is talking really loudly which seemed to be a thing with AT&T spot a few years back. Either way, there's a lot of dumb here. That's all you really need to know.

Client: T-Mobile

about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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