The carrier on Wednesday unveiled new ads that feature former "Saturday Night Live" actor Bill Hader. The spots, available on YouTube, all tout T-Mobile's new program, dubbed Jump, that allows no-contract users to upgrade their phones anytime they want, whether it's day 181 of their plan or day 572.
One spot features Hader's character being one-upped by a friend who has version eight of a phone instead of version seven. In another, Hader's phone is smashed after being sat on by a large man at the bus stop. He also drops the phone in a urinal and a toilet in a couple of other ads, and in another, his phone won't hold a charge.
"Two years is too long to wait," the ad says. "Introducing Jump from T-Mobile. The freedom to upgrade when you want, not when you're told."
Earlier this year, T-Mobile announced new no-contract plans that require customers to buy devices at full price. Customers also can pay for devices in monthly installments. But if they leave the T-Mobile service, they must pay the full price of the device.
The company on Wednesday went a step further with its Jump upgrade program that makes it easier for people to buy new devices and pay a lower price instead of replacing their current phones at full price. To participate in the early upgrade program, customers will pay $10 a month. The program also works as device insurance and includes protection against malfunction, damage, or theft.
Here are a couple of the new ads: