T-mobile’s super bowl ad: backstreet boys & mgk steal the show for $20m
- T-mobile drops a $20 million super bowl ad featuring backstreet boys & mgk
- Backstreet boys reimagine ‘i want it that way’ for t-mobile
- The surprise twist: machine gun kelly joins the party
- Why this ad could be a game-changer
- How t-mobile’s super bowl ads have evolved
- Will this ad be a hit? early signs say yes
- What’s next for t-mobile’s super bowl strategy?
T-mobile drops a $20 million super bowl ad featuring backstreet boys & mgk
T-Mobile has once again made waves with its Super Bowl LX ad, spending a staggering $16–$20 million for a single 60-second spot. This isn’t just about the cost—it’s about the spectacle. The ad, set to debut during the New England Patriots vs. Seattle Seahawks game, stars the legendary Backstreet Boys, along with a surprise cameo from Machine Gun Kelly (MGK). The result? A high-energy, meme-worthy moment that’s already sparking buzz online.
Backstreet boys reimagine ‘i want it that way’ for t-mobile
The ad reworks the Backstreet Boys’ 1999 hit “I Want It That Way”, swapping lyrics to pitch T-Mobile’s Magenta network. The new verses highlight America’s best network, Netflix included, and exclusive perks. The video unfolds in T-Mobile’s Times Square store, where the band emerges from a magenta cylinder—a nod to the brand’s iconic color scheme. The crowd’s reaction? Pure euphoria.
The surprise twist: machine gun kelly joins the party
But the ad doesn’t stop there. After the Backstreet Boys leave, a mother and daughter remain in the store. The cylinder drops again—revealing MGK, who deadpans as the girl asks, “Where are the Backstreet Boys?” His reaction? Priceless. MGK then belts out the song, turning the ad into an instant viral moment. Fans are already calling it “funny as hell.”
Why this ad could be a game-changer
- Creative Risk-Taking: T-Mobile’s new CEO, Srini Gopalan, continues the legacy of bold ads under John Legere, who famously featured Drake (2016) and Justin Bieber (2017) in past Super Bowl spots.
- Nostalgia + Humor: The Backstreet Boys’ return to pop culture, paired with MGK’s comedic timing, creates a perfect blend of nostalgia and humor—a formula that works for Super Bowl ads.
- Free Publicity: Memorable ads like this often trend for weeks, giving T-Mobile organic buzz without additional spend.
How t-mobile’s super bowl ads have evolved
| Year | Artist/Feature | Key Theme | CEO Leading the Campaign |
|---|---|---|---|
| 2016 | Drake (with rival carriers adding restricted terms) | Network superiority | John Legere |
| 2017 | Justin Bieber + Rob Gronkowski + Terrell Owens | NFL touchdown celebrations | John Legere |
| 2023 | Backstreet Boys + MGK | Magenta network perks | Srini Gopalan |
Will this ad be a hit? early signs say yes
YouTube comments are already flooding with praise. One fan wrote: “MGK didn’t deserve that, but my god—that was funny.” The ad’s high-energy mix of nostalgia, humor, and surprise aligns perfectly with Super Bowl expectations. With 6:30 PM ET kickoff on NBC (and streaming on Peacock), this spot could be the most talked-about ad of the night.
What’s next for t-mobile’s super bowl strategy?
T-Mobile’s Super Bowl ads have consistently redefined mobile marketing. This year’s ad isn’t just about selling a phone plan—it’s about creating a moment. Whether it’s the Backstreet Boys’ return or MGK’s unexpected cameo, T-Mobile is proving that bold creativity pays off. As the tech world watches, one question remains: Can they top this next year?