Two tried and true Super Bowl ad classics in one swoop, the eye-candy celebrity and the spoof of a PSA. That's what T-Mobile has done here with Kim Kardashian who is very serious about saving the data, your data, that goes unused on your data plan every month. I suppose there are worse ways to explain to people that the data you've paid for simply 'collects' in your account to be used at a later date. With a celebrity like Kim Kardashian mocking her own fame-claim, we're insured lots of tabloid press articles talking about how Kim Kardashian has a sense of humor about herself, making it an earned media winner.

Ad agency: Publicis Seattle