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 after growing up in Kiruna, Raleigh and Jiddah.