I forgot to add this in my big Recapped for the Super Bowl, but T-Mobile has a pretty good new campaign going. T-Mobile’s new campaign has a funny text message sequence that highlights a feature of T-Mobile, whether it is paying off your old contract or their collaboration with Taco Bell.

T-Mobile’s new campaign kicked off on the Super Bowl which featured a few of their ads. Some of them that aired during the game were just okay. They were kind of funny, but not enough to actually laugh out loud. This one below had everyone at my party chuckle or laugh.

While this one was the only one that hit my funny bone, this is a great campaign. Each one is different so people don’t feel that they’re getting screamed at by the same ad over and over again. (Come on, even you advertisers know that feeling.) The ads are light and don’t take much thought which is a contrast to the ever emotional commercials that have been playing recently.

Their strategy doesn’t seem hard hitting. Each commercial has a somewhat relatable, funny text message thread that features a different aspect of T-Mobile. But, the commercials are still effective. The campaign connects to a younger audience while not going over the top. The branding is great and it simply is a good new campaign.