People already love T-Mobile’s ‘genius’ Super Bowl ad with Drake

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It took six months, but a mobile phone brand finally realized that Drake’s “Hotline Bling” is perfectly suitable for a marketing tie-in.

T-Mobile revealed its Super Bowl 50 ad this morning on Twitter starring the rapper, whose song became a massive hit bolstered by his viral music video. The 30-second spot replicates Drake recording the music video and singing the lyric “you used to call me on my cellphone,” before three executives by a rival companies drop in slamming him with strict contract rules.

Besides giving the world another opportunity to laugh at Drake’s dad dancing, T-Mobile is promoting its “Un-Carrier” shtick that let’s people upgrade their phones and stream unlimited music and video with its albeit controversial “Music Freedom” and “Binge On” programs.

T-Mobile gravitates toward using popular celebrities for the Super Bowl. Last year, the brand hired Kim Kardashian to star in a similar self-aware spot. But judging by the Internet’s reaction, Drake is more beloved than Kardashian with people openly tweeting about loving….a phone company.

Your move, Verizon.

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