T-Mobile Invests in Pop Nostalgia with Backstreet Boys Super Bowl Spot
Bellevue, Monday, 9 February 2026.
Battling a -14°C NYC snowstorm, the Backstreet Boys anchor T-Mobile’s estimated $20 million Super Bowl campaign, leveraging 90s nostalgia to dominate the competitive telecom advertising landscape.
High-Stakes Investment in Nostalgia
Yesterday, during the broadcast of Super Bowl LX, T-Mobile (TMUS) unveiled its 13th consecutive Big Game appearance, executing a high-value marketing strategy centered on pop culture nostalgia [6]. The telecommunications giant invested heavily in the spot, with costs for a single 60-second placement estimated between $16 million and $20 million [4]. The commercial, titled “Tell Me Why (T-Mobile’s Version),” aired during the second quarter of the matchup between the New England Patriots and the Seattle Seahawks [1][4][6]. This significant financial outlay underscores the carrier’s aggressive approach to maintaining visibility in a saturated market.
Production Hurdles in Times Square
Filmed on January 24, 2026, at T-Mobile’s flagship retail location in Times Square, the production faced severe logistical challenges due to extreme weather [4]. A winter storm forced the production team to condense a planned two-day shoot into a single day, requiring the Backstreet Boys and approximately 50 extras to perform in temperatures dropping to roughly -14 degrees Celsius [1]. Directed by Steve Pink and produced by Andrew Panay, the advertisement features the quintet performing a lyrical rewrite of their hit “I Want It That Way,” originally released 27 years ago [1][3]. Band member Brian Littrell contributed to the new lyrics, which pivot the song’s meaning to highlight network reliability [3].
Strategic Partnerships and Market Positioning
Beyond the core group, the campaign integrates cross-generational appeal through strategic cameos, including comedian Druski, actor Pierson Fodé, and musician Machine Gun Kelly (MGK) [1][6]. The inclusion of MGK follows public comments made by the artist in 2025 regarding his desire to collaborate with the group [7]. Andrew Panay, of Panay Films, secured the licensing for the track early to prevent a potential bidding war, having been inspired by the group’s Las Vegas residency the previous summer [6]. T-Mobile’s Chief Brand and Communications Officer, Lucy McLellan, noted that the creative direction aims to prompt consumers to pause and evaluate the tangible benefits provided by their wireless carriers [1].
Corporate Strategy Amidst Legal Tension
The campaign arrives amidst heightened corporate tension within the telecommunications sector. On February 3, 2026, less than a week before the broadcast, rival carrier Verizon filed a lawsuit against T-Mobile alleging false advertising [6]. A T-Mobile spokesperson stated the company intends to defend the suit vigorously [6]. Despite this legal backdrop, the company proceeded with its celebrity-driven marketing playbook; previous Super Bowl spots have featured artists such as Drake in 2016 and Justin Bieber in 2017 [4]. The Backstreet Boys are currently capitalizing on this renewed visibility with ongoing residency dates at the Las Vegas Sphere scheduled throughout February 2026 [3].