Rise and shine, Magenta fam. T-Mobile just dropped its first big ad campaign for T-Mix, and it stars none other than Bryan Cranston, rooster included.

T-Mobile unveiled the campaign on November 5, and the 60-second spot premiered during Thursday Night Football. Cranston plays America’s wake-up call, throwing open curtains and rousing people who’ve been sleepwalking through their phone plans, from bedrooms and hotel lobbies to a therapist’s office, an airplane cabin, and a room full of groggy office workers. Internet star Lele Pons shows up too, and she’ll lead the Spanish-language version of the campaign.

The ad is the first big T-Mix work from Highdive, T-Mobile’s new lead creative agency, which we introduced when we met the creative teams behind T-Mobile’s next era of ads. It’s directed by Nick Ball, with cinematography from Hoyte van Hoytema, who won an Oscar for Oppenheimer. Cranston joked that he didn’t even realize he could change his phone plan, and said he had been mindlessly paying his bill every month too.

The message is all about T-Mix’s main selling point: pick the benefits you want and swap them every 90 days. The list of Picks covers a lot of ground, including Netflix, Hulu, Apple TV, Apple Music, YouTube Premium, Xbox Game Pass, DashPass, Delta miles, Google Gemini, T-Satellite, and even device promos. T-Mobile’s Lucy McLellan called T-Mix a move from plans defined by the carrier to plans shaped by the customer.

It’s a fun spot, and putting Cranston on Thursday Night Football shows how hard T-Mobile is betting on T-Mix this holiday season. If the ad has you thinking about switching, take a minute to plan your Picks first. T-Mobile’s fine print says changing Picks can affect existing device promos, so don’t swap away something that’s paying off your phone.

Source: T-Mobile