• by Les Luchter , January 18, 2024

Apparently, no prepaid wireless brand has category exclusivity in Univision’s first Spanish-language Super Bowl broadcast on Feb. 11.

Following Total by Verizon's Big Game debut - a :30 spot from Ogilvy during the first commercial break of the second quarter -- Metro by T-Mobile will make its own debut with a :60 spot from OKRP during the seventh commercial break of that quarter.

Metro by T-Mobile’s announcement was made Wednesday afternoon on Instagram and TikTok.

Alluding to its “Nada Yada Yada” campaign against other brands’ alleged contract provisions, price hikes and other “surprises,” the English-language social media posts asked, “Tired of wireless bla bla bla?” and advised viewers to “Tune into the Big Game on 2.11 on @univision to see us tackle all things bla bla bla.”

In a statement, T-Mobile’s prepaid chief marketing officer Clint Patterson declared that Metro by T-Mobile has “a longstanding history of investing more in the Hispanic community than our competitors. We’re on a mission to serve the underserved by cutting the B.S. in prepaid.”

Patterson hinted that celebrities will be part of the Super Bowl ad.

While Total by Verizon has been opening scores of stores in urban areas and has called its Super Bowl spot the launch of a big advertising push to the Latino market, Metro by T-Mobile claims that it's the largest prepaid provider for Spanish-speaking customers in the U.S. with over 6,200 store locations, and the number one pre-paid provider in Spanish-language media spend.

Univision is taking over the Spanish-language telecast of the Super Bowl this year via a partnership between TelevisaUnivision, the NFL and CBS Sports, which will air the English-language telecast. Previous CBS Super Bowls had used ESPN Desportes to simulcast the games.

Incidentally, Metro by T-Mobile’s “Nada Yada Yada” campaign -- an allusion to a classic “Seinfeld” episode, was answered by “Seinfeld” star Jason Alexander in an ad for another Verizon prepaid brand, Visible.

No word yet if it’s advertising on Univision’s Super Bowl broadcast.