• Brandweek, Friday, December 18, 2009 11 AM

In what it calls its largest campaign to date, T-Mobile is airing new TV spots for its myTouch 3G phone, featuring NBA players Dwayne Wade and Charles Barkley. The effort, reports Elaine Wong, marks the wireless carrier's fifth year as an NBA sponsor.

The new spots, which began running this week, show Wade and Barkley humorously showing off the features of the phone. Another ad, with Dwight Howard of the Orlando Magic, will break on Christmas Day during the Magic vs. Celtics game. Both spots center on how these players "use the device to express their passions," with Howard's being that of fitness, said Mike Belcher, VP of brand communications for T-Mobile.

T-Mobile is using a combination of 30- and 60-second spots and online, including YouTube, in this new effort. The overall goal is to "drive consideration among NBA fans... It's an important franchise for us," Belcher said of the myTouch 3G.

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