Good ideas aren’t always born from a brief.

During a routine status call, T‑Mobile mentioned they were rolling out a new “Team of Experts” model to improve customer service. After a few minutes of chatting, I threw out an idea: what if we eulogized everything people hate about customer service?

The result was a comedic self‑aware spot that celebrated the death of bad customer service tropes and introduced T‑Mobile’s new offering. The final :60 and its cutdowns played across social, digital, and corporate conferences.