T-Mobile: This is Not an Ad
At VICELAND, we not only wanted to reivent what a premium TV channel looked like, but reinvent what advertising on television looked like. We specifically designed VICELAND to have the lowest ad load for any channel on TV.
For the launch of VICELAND, T-Mobile wanted to produce an ad that would stay true to the tone of VICELAND, be impactful and put the viewer first.
Instead of going back to them with a traditional spot concept, we pitched the idea of no ads on the channel at all. They loved the idea so much, they bought out an entire month of national ad spots on VICELAND.
This Is Not An Ad features captivating b-roll from shows that viewers were currently watching, giving viewers what they truly want, the content they came to watch.
The response was explosive. People tweeted at VICELAND and T-Mobile even showed the receipts that they switched carriers.