T-Mobile Rituals

For Copa América, we tapped into what really matters — fútbol and familia. While fans cheered for their countries, T-Mobile faced an interesting (but fun) challenge: how can we connect fútbol to calling your family and friends?

We landed on the concept of “rituals” — the crazy things fans do on and off the field to help their team win. And what better way to celebrate those rituals than by making sure you call your tío, tía, friend, or abuelita to check if they’ve avoided washing their lucky jersey… or kissed grandpa on his bald spot?

Because when the game gets intense, you need to call that uncle in Mexico who swears he could coach better. And with T-Mobile, you actually can.