T-Mobile taps Backstreet Boys for 13th straight Big Game commercial

T-Mobile is heading back to the Big Game spotlight for the 13th consecutive year, this time with a nostalgic twist powered by the Backstreet Boys.

The wireless carrier’s 60-second T-Mobile Big Game commercial features the iconic pop group performing a reimagined version of “I Want It That Way” inside T-Mobile’s Times Square Signature Store. The spot, created with Panay Films, will air during the second quarter on Sunday, Feb. 8.

Cameos from Druski, mgk and Pierson Fodé round out the commercial, which blends humor, live performance energy and customer testimonials filmed on location with real T-Mobile users.

Nostalgia meets network pitch

The ad opens with a simple question: “Why is it better over here?” With the push of a button, the Backstreet Boys launch into a revamped anthem to deliver T-Mobile’s message — that customers want wireless “that way,” with what the company calls America’s Best Network, strong value and industry-leading perks.

“This spot is about asking Americans to pause and think about what their wireless provider actually does for them,” said Lucy McLellan, chief brand and communications officer at T-Mobile. “We believe people deserve more than just a connection — they deserve more benefits, more transparency and a better overall experience — and that’s what sets T-Mobile apart.”

Andrew Panay, founder and CEO of Panay Films, said the mix of nostalgia and live experiences resonates across generations.

“Connecting us is what T-Mobile’s all about,” Panay said. “Bringing in the iconic Backstreet Boys — to the iconic Times Square — speaks directly to this moment we’re having, but also to T-Mobile’s wish to bring us together.”

Benefits at the center

Beyond the music, the T-Mobile Big Game commercial emphasizes the carrier’s bundle of perks. The company promotes what it calls the best entertainment bundle in wireless, including Hulu on Us, Netflix on Us and Apple TV for $3 per month, along with DashPass by DoorDash and travel benefits such as unlimited data abroad in more than 215 countries and destinations.

T-Mobile also spotlights T-Mobile Tuesdays rewards and exclusive ticket access to concerts and festivals nationwide, positioning the offering as more than a basic connectivity service.

The campaign supports the rollout of its “15 Minutes to Better” switching experience within the T-Life app, designed to streamline plan selection and device transfers. Through T-Mobile Trial, non-customers can also test the network and select perks for free before committing.

With a mix of star power, brand messaging and consumer incentives, T-Mobile is once again betting that a memorable Big Game moment can reinforce its standing in the competitive wireless market.