Using Tim Tebow to hammer home the "No contract" USP of T-Mobile during the biggest football game and ad event of the year is a great idea. It's as far away from the forced football references we normally have to cope with as they come, and I still remember the selling point. No contract. Like Tim Tebow. If only every celebrity-ad match was handled this well.

ad agency: Butler, Shine, Stern & Partners, Sausalito

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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