T-Mobile Will Run an Ad in Each Quarter of the Super Bowl

The 'Un-carrier' said it will also announce some news during the game

T-Mobile is back in the Big Game. T-Mobile

T-Mobile will run four spots in this year’s Super Bowl, one in each quarter of the game.

CEO John Legere announced the number of ads on Twitter in a word scramble puzzle on Friday. The company also said it would be announcing more news during the game, but declined to reveal details about the nature of the announcement or plot of the ads.

“No, it’s not about the merger, and nah, it’s not about 5G,” a T-Mobile spokesperson said in a statement. “It’s not even about the highly anticipated TV product the company plans to launch this year. But there will be an announcement. And it will be from T-Mobile. And it will be about something. And that something will be awesome.”

T-Mobile pulled off a similar strategy in the 2017 Super Bowl, running two 30-second ads and two 60-second spots, for a total three minutes of air time. Last year, it opted to just run one 60-second spot promoting women’s empowerment. Sunday’s ads will mark T-Mobile’s sixth consecutive appearance in the Big Game.

@patrickkulp patrick.kulp@adweek.com Patrick Kulp is an emerging tech reporter at Adweek.