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Jeremy’s parents have a problem.

Such is the setting for T-Mobile’s new ad campaign, called Catch Jeremy,  where Jeremy is a young New Yorker (probably on a college trip) who is traveling abroad but continues to use his cell phone. What Jeremy doesn’t know is that his wireless company (which, of course, is not T-Mobile) charges extra for data uses outside the US and it’s costing his parents an arm and a leg.

T-Mobile has released two videos/”commercials” featuring Jeremy’s parents, seemingly recording themselves via webcam. The frustrated couple is trying to track down their son to get him to turn off his phone and inform him that T-Mobile now has coverage in over 100 countries with no extra charges (insert commercial).

What makes the whole bit so charming is that the parents are so believable. Recording themselves in their pajamas and understandably struggling with their son’s negligence (not to mention with their webcam), it’s relatable to both parents and Millennials. The commercials are funny, endearing, and most importantly, interactive.

If you go to (which they discreetly slip in), you can try to guess where Jeremy is based on his fictitious tweets and Instagram posts and enter for a chance to win a free trip for two around the world. Sweepstakes are a great way for T-Mobile to bring traffic to their website and subtly spotlight their new capability. This campaign manages to combine T.V. and social media marketing, maximizing their ROI. Way to go, T-Mobile.

The sweepstakes are only open to legal US residents. Promotion Period ends November 18, 2013 at 6:59 a.m. PT.

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Category: Advertising