Most Super Bowl ads go for viewers' eyeballs, and sometimes appeal to their hearts. This Super Bowl, T-Mobile decided to go for viewers' stomachs. The telecommunications company announced that its customers can go to Taco Bell once a week and get a free taco, courtesy of T-Mobile.
T-Mobile aired a number of ads showing humorous text exchanges. In one, a texter hesitates to express a meal preference (one wants tacos, one wants sushi), and the free taco deal is revealed. For the foreseeable future, qualifying T-Mobile customers can redeem the offer via the app and Taco Bell's website, and then pick up the free crunchy or soft seasoned beef taco at a nearby Taco Bell.
Some taco fans were ready to eat. "Legit the best commercial I've seen so far on the #SuperBowlLlll," tweeted one person.
But not everyone was gobbling up the ad. "You paid $5.2 million on a Super Bowl commercial for that?" snarked one Twitter user.
That wasn't the end of the freebies. A third-quarter ad showing a misunderstood message from a Lyft driver revealed that T-Mobile users can redeem a $10 Lyft ride credit, beginning Tuesday using the T-Mobile Tuesdays App.
One of T-Mobile's competitors went the humor-meets-celebrity route. In a, multi-sport star Bo Jackson showed up holding a mermaid clutching a keytar with a "bird horse" flapping over his shoulder, promoting the idea that Sprint delivers the "best of both worlds."
First published Feb. 3, 5 p.m. PT.
Update, 5:56 p.m: Adds free Lyft credit offer.