T-Mobile taps former 'SNL' actor for Jump early upgrade ads

Bill Hader, formerly of "Saturday Night Live," is pretty clumsy with his phone, at least in new T-Mobile ads.

Shara Tibken Former managing editor
Shara Tibken was a managing editor at CNET News, overseeing a team covering tech policy, EU tech, mobile and the digital divide. She previously covered mobile as a senior reporter at CNET and also wrote for Dow Jones Newswires and The Wall Street Journal. Shara is a native Midwesterner who still prefers "pop" over "soda."
Shara Tibken
2 min read
Bill Hader, formerly of "Saturday Night Live," is featured in new ads for T-Mobile's Jump upgrade program. Screenshot by Shara Tibken/CNET
T-Mobile's motorcycle-riding spokeswoman now has a little company.

The carrier on Wednesday unveiled new ads that feature former "Saturday Night Live" actor Bill Hader. The spots, available on YouTube, all tout T-Mobile's new program, dubbed Jump,that allows no-contract users to upgrade their phones anytime they want,whether it's day 181 of their plan or day 572.

One spot features Hader's character being one-upped by a friend who has version eight of a phone instead of version seven. In another, Hader's phone is smashed after being sat on by a large man at the bus stop. He also drops the phone in a urinal and a toilet in a couple of other ads, and in another, his phone won't hold a charge.

"Two years is too long to wait," the ad says. "Introducing Jump from T-Mobile. The freedom to upgrade when you want, not when you're told."

Earlier this year, T-Mobile announced new no-contract plans that require customers to buy devices at full price. Customers also can pay for devices in monthly installments. But if they leave the T-Mobile service, they must pay the full price of the device.

The company on Wednesday went a step further with its Jump upgrade program that makes it easier for people to buy new devices and pay a lower price instead of replacing their current phones at full price. To participate in the early upgrade program, customers will pay $10 a month. The program also works as device insurance and includes protection against malfunction, damage, or theft.

Here are a couple of the new ads: