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The Super Bowl ads are starting to air – and who better to kick them off than an unusually self-mocking Kim Kardashian?


In its latest broadside in the ongoing effort to make more mobile phone users choose its “data stash” (you get to keep monthly data you haven’t used BECAUSE IT’S YOURS!) over AT&T’s alternative plan or Verizon (which hasn’t bothered to compete because it’s “a leader not a follower”), T-Mobile has opted for Kim Kardashian as its Super Bowl ad spokeswoman.


The 30-second ad is essential one protracted joke: Kim Kardashian is a vacuous celebrity who takes a lot of selfies and without the extra data you’ll miss out. Lol. Yolo. Fomo, etc. They opt for a aesthetic that could loosely be described as “celebrity charity appeal chic”, as Kim (famous person) appeals to viewers to save the data so they can look at pictures of her bum and her various outfits.


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