Change Starts Now. Are You With Us?

By John LegereFebruary 05, 2018

At T-Mobile, we love making a splash during Super Bowl. We’ve built a reputation as a brand that goes big and stands out. And we’ve done it with big names – Justin Bieber, Kim Kardashian, Drake, Steve Harvey – and big, edgy spots. And we had another big spot planned for this year.

But, we took a step back.

Because something remarkable is happening right now. Change is in the air. And, this moment in history calls for something different. Something more impactful. Something more meaningful.

We’re a brand built on listening to our customers. Customers who are heard, not dismissed – diverse customers all across the country from every region, economic class, race, sex, creed, gender identity, sexual orientation. Our customers are America. And there’s a more important conversation they’re having right now. And that’s what this year’s Super Bowl ad is about.

That’s why this year, we decided to go small. Baby small.

We wanted to use our airtime to further that conversation by making this simple point: We all started in the same place. We are more alike than different.

T-Mobile has always stood for inclusivity. For equality. And for challenging convention. It’s in our DNA. After all, that’s our business. Wireless disrupts everything, and at its very core, it connects us all – friends, loved ones, neighbors, strangers. THAT is who we are.

That’s just one reason I proudly wear magenta every single day. This color represents a brand that stands for something and walks the talk. Just look at our accolades. Best place to work for diverse employees, for parents, for military, for LGBTQ. We have one of the most active Diversity & Inclusion networks in corporate America, groups that help us continue to create an ever-stronger work environment where everyone – absolutely everyone – is supported and can bring their whole, authentic self to work.

If there’s one thing I’ve learned in my five-plus years at T-Mobile, it’s that change doesn’t just happen. Change is hard. It requires focus and persistence and constant, unrelenting action. It requires people to join together … and work! That’s how we have changed wireless for good over these last five years. And that’s how we’ll continue to change wireless … and beyond. Change happens from moment to moment. And, change starts now.

When we advertised at the big game last year, I wrote: “It’s the time of year when we stand on the biggest stage and make damn sure EVERYONE knows what the Un-carrier stands for.” And I meant it. This year, more than ever, I want the world to know exactly who we are and what we believe in.

Are you with us?


We Are Equal. Link to view and download the asset in the Media Library.