Catch Jeremy

With T-Mobile, you can use your phone anywhere in the world without crazy fees. With AT&T, you can’t. So you can imagine the bill we racked up when we sent a backpacker to Europe with a real AT&T plan. The TV campaign showcased two parents pleading for their son to turn off his phone.

Meanwhile, I accompanied Jeremy on his adventures, across 6 countries and 10 cities in 35 days, developing his tone of voice and crafting over 2,000 social posts, leaving snippets of conversations, photos and other breadcrumbs as America tried to pin us to a map in real-time. If they guessed where we were correctly, they could enter to win a trip for two anywhere in the world.

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In the end, the $74,787 bill we racked up was a real bill from a real AT&T phone that T-Mobile’s CEO publicly paid. The footage was seen all over CES and other press events and helped further solidify T-Mobile as the UnCarrier.