# Obnoxious Phone Upgrade Ads Joel McHale Promotes T-Mobile’s Anytime-Upgrade Option in This Ad By Ady Floyd | Published 2015-07-15 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/phone-upgrade References: [adweek](http://www.adweek.com/news/advertising-branding/joel-mchale-brings-his-signature-snark-t-mobiles-newest-ads-165847) & [t-mobile](http://www.t-mobile.com/) This ad features Joel McHale promoting [T-Mobile's](https://www.trendhunter.com/trends/nada-yada-yada) newest phone upgrade option that allows customers to trade in and upgrade their cell phone whenever they want for $15. The ad is presented with Joel McHale's classically [sarcastic sense of humor](https://www.trendhunter.com/trends/the-club-campaign) to add a direct and somewhat obnoxious element to the commercial that makes people listen. As he strolls into a coffee shop and bluntly points out what is wrong with each person's current cell phone, it provokes viewers to question their own cell phones choices. The ad ultimately increases viewers' desire to trade in their phones for newer, better versions. Giving customers the endless option of a phone upgrade will result in happier customers. While other brands offer expensive upgrades or none at all -- depending on the contract and service provider -- T-Mobile is taking a new approach. ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 2% | Activity: 10% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### Why This Trend Is Growing - **Anytime-upgrade:** T-Mobile's new subscription model for phone upgrades will force traditional retailers to reconsider consumer loyalty and pricing strategies. - **Sarcastic Advertising:** Humorous and sarcastic advertising can be effective in a crowded market as it can influence consumers' perception of a product or service. - **Desire Creation:** Provoking viewers to question their own choices can increase desire for a product or service, especially when there is a clearly identified solution available. ### Industries Being Reshaped - **Telecommunications:** This trend could significantly impact the telecommunications industry as it disrupts the traditional model of contract-based customer retention. - **Retail:** Traditional phone retailers may need to change their pricing strategies and loyalty programs to compete with T-Mobile's Anytime-Upgrade option. - **Marketing and Advertising:** Sarcastic advertising techniques can help companies stand out in an already crowded marketplace, and may become a popular trend in the marketing and advertising industry. ## Related on Trend Hunter - [Cheeky Wireless Service Ads](https://www.trendhunter.com/trends/nada-yada-yada.md) - [Telecom Upgrade Add-Ons](https://www.trendhunter.com/trends/att-next-up-anytime.md) - [AI-Powered Plan Matching Features](https://www.trendhunter.com/trends/tmobile.md) - [Nostalgic Long-Form Infomercials](https://www.trendhunter.com/trends/mint-mobile-mintfomercial.md) - [Nightmarish Mobile Campaigns](https://www.trendhunter.com/trends/cellphone-bill.md) - [Mobile Plan Breakup Campaigns](https://www.trendhunter.com/trends/sky-mobile-pete-wicks.md) - [Empowering Car Ads](https://www.trendhunter.com/trends/carmax1.md) - [Telecom Travel Suitcases](https://www.trendhunter.com/trends/uncarrier-by-tmobile.md) - [Complimentary Telecom Streaming Promotions](https://www.trendhunter.com/trends/apple-tv-subscription.md)