The reason why Super Bowl ads are worth it

Every year advertisers line up to pay millions of dollars for a prime Super Bowl spot. What brings these brands back year after year? CNNMoney's Jon Sarlin explores why a brand like Coca-Cola, a brand that everyone already knows, want to keep its ads rolling during the Big Game.

Posted: Feb 5, 2018 7:41 AM
Updated: Feb 5, 2018 7:41 AM

T-Mobile's minute-long Super Bowl ad didn't have anything to do with unlimited calling plans or video streaming.

The company ditched brand-hype for a simple but timely message about equality.

The ad's music is the tune of Nirvana's "All Apologies" performed as a lullaby. The camera pans over a diverse group of infants as a narrator spoke to them: "Welcome to the world little ones."

"You come with open minds and the instinct that we are equal," the narrator continues. "Some people may see your differences and be threatened by them, but you are unstoppable. You'll love who you want; you'll demand fair and equal pay; you will not allow where you come from to dictate where you're going."

The spot ends with the phrase: "Change starts here."

Actress Kerry Washington provided the voiceover, according to a T-Mobile spokesperson.

In a blog post, T-Mobile CEO John Legere explained the marketing decision. He wrote that this "moment in history calls for something different."

Related: Ram Trucks used an MLK sermon in a Super Bowl ad. Then this happened.

Legere said he views T-Mobile as a company that listens to its customers -- "diverse customers all across the country from every region, economic class, race, sex, creed, gender identity, sexual orientation. Our customers are America."

"We wanted to use our airtime to further that conversation by making this simple point: We all started in the same place. We are more alike than different," he said.

It's a new tack for a company that usually delivers celebrity-filled, on-brand advertisements.

With Legere at the helm, T-Mobile's cellular service has gone from fourth-place afterthought to "The Un-carrier."

The executive is one of the most iconoclastic CEOs in the country. A savvy social media user, Legere once took on Donald Trump in a Twitter showdown.

--CNNMoney's Julia Horowitz and David Goldman contributed to this report.

Indiana Coronavirus Cases

Data is updated nightly.

Confirmed Cases: 71015

Reported Deaths: 3013
CountyConfirmedDeaths
Marion15322723
Lake7343274
Elkhart471380
Allen3725160
St. Joseph330179
Hamilton2610104
Vanderburgh184213
Hendricks1814106
Cass17669
Johnson1694118
Porter123839
Clark114846
Tippecanoe114611
Madison89565
LaPorte86930
Howard85565
Kosciusko82712
Marshall75822
Bartholomew75447
Floyd74045
Monroe70830
Delaware68052
Dubois65812
Boone65346
Noble64529
Hancock63838
Jackson5625
LaGrange55410
Warrick55330
Vigo54310
Shelby53527
Grant52029
Dearborn47928
Morgan45134
Clinton4043
Henry36919
White35110
Montgomery34621
Wayne34610
Lawrence33727
Decatur32432
Harrison30923
Putnam2778
Miami2642
Daviess25920
Scott25710
Greene24134
Franklin23413
DeKalb2234
Jasper2192
Jennings21512
Gibson2084
Steuben2043
Ripley1947
Perry17912
Fayette1777
Starke1747
Orange16624
Posey1650
Wabash1613
Fulton1592
Carroll1572
Wells1542
Jefferson1532
Whitley1476
Knox1420
Tipton1296
Huntington1213
Washington1211
Spencer1193
Newton11410
Randolph1144
Clay1045
Sullivan911
Adams892
Jay840
Owen831
Pulaski751
Brown711
Rush714
Fountain642
Benton600
Blackford592
Ohio574
Pike520
Parke501
Vermillion480
Crawford440
Switzerland440
Martin420
Union350
Warren201
Unassigned0202

Ohio Coronavirus Cases

Data is updated nightly.

Confirmed Cases: 97471

Reported Deaths: 3618
CountyConfirmedDeaths
Franklin17834521
Cuyahoga13141491
Hamilton9374252
Lucas5155320
Montgomery417487
Summit3433218
Marion291045
Butler282262
Mahoning2477254
Pickaway237842
Stark1766137
Warren171136
Lorain168977
Columbiana161860
Trumbull1481105
Fairfield130931
Delaware126319
Licking120247
Clark111514
Lake107338
Wood99358
Clermont89211
Medina88735
Miami81137
Tuscarawas76214
Portage74361
Allen69942
Greene65611
Belmont59226
Richland58911
Mercer57313
Erie55627
Ashtabula55045
Geauga54844
Wayne51958
Ross4444
Huron3885
Ottawa36825
Sandusky36316
Darke36027
Athens3531
Hancock3533
Madison34910
Holmes3266
Lawrence2420
Auglaize2395
Union2331
Jefferson2192
Muskingum2151
Scioto2111
Putnam19917
Washington19822
Knox1917
Seneca1903
Coshocton1886
Shelby1774
Preble1762
Crawford1715
Morrow1652
Hardin15912
Clinton1586
Champaign1571
Highland1461
Fulton1441
Logan1402
Ashland1373
Wyandot1368
Defiance1334
Williams1303
Brown1232
Perry1163
Guernsey1147
Hocking1149
Henry1132
Carroll1105
Fayette1090
Monroe9118
Pike750
Jackson730
Van Wert701
Paulding640
Gallia621
Adams592
Meigs330
Vinton302
Morgan230
Harrison221
Noble170
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