T-Mobile: #unleash / We Pay Your ETF’s / Break Up With Your Carrier
This short, all music and imagery TV commercial tells us that if we break the contract with our current mobile carrier, TMobile will pay all of the Early Termination Fees (ETF) if we sign up with them.
Music in the commercial:
Lyrics to the song (as performed in this commercial):
Going on a vision quest, surf the mountain, ride the crest.. I’ve been looking in a new direction.
I want to laugh and I want to cry. I want to spit, but my mouth is dry. I want to run but I’m scared ’cause my legs don’t go! Where did they go?
Text shown in the commercial:
Break up. With your carrier.
T-MOBILE now pays Early Termination Fees when you trade in your devices.
ETFs. $$$. For the whole family. We’re Serious! We’ll pay your ETFs. !!!
Annual Service Contract (shown blown-up by a cartoon bomb).
Switch to T-Mobile. We pay your family’s ETFs When you trade in your devices.
The fine print:
When “for the whole family” appears in giant text the following fine print appears:
- “up to five lines”
When the guy laying on his motorcycle is seen driving by, the following fine print is shown:
- Professional driver on closed course. Do not attempt
We the giant-print “We pay your family’s ETFs” is shown:
- Qualifying service & device purchase with port-in from AT&T, Verizon, or Sprint required. See participating store for details.
Claims that this commercial makes and what they mean:
- What the commercial said: We (T-Mobile) will pay your early termination fees / [We pay your ETFs] for your whole family
- What some people might think that means: Me and my entire family can cancel our contracts and move to T-Mobile and they will pay all of my fees/I won’t have to pay to move to T-Mobiel
- What it really means: As revealed in the fine print, T-Mobile will only pay the fees for up to 5 lines. If your “whole family” consists of more than 5 people, they will not pay for the entire family. The large-print also mentions that you must ‘trade in’ your current phone and the fine print specifics that you must purchase a new “qualifying” (meaning, not just any) phone from T-Mobile, and you must port from Sprint, Verizon or AT&T. There is no mention of any transfer/porting fees, but the fine print also specifies that you must go to a TMobile store for all of the details.
This very musical and visual T-Mobile commercial uses no deceptive wording, but does leave some of the finer details difficult to find in the fine-print.