The Backstreet Boys carry a enjoyable, reimagined model of “I Need It That Method” to T-Cell’s 2026 Tremendous Bowl industrial, which they filmed in New York Metropolis with a snowstorm looming.
“We have been hit with the winter storm proper at the very same time we have been supposed to start out filming,” BSB’s Nick Carter revealed in an interview with Billboard’s Tetris Kelly, noting, “There was loads of changes that have been being made on the time as a result of we have been speculated to do a two-day shoot.”
That two-day schedule was condensed into one lengthy day on set within the metropolis at T-Cell’s retailer in Occasions Sq., the place Carter says the temperature dropped to about six levels, with snow imminent: “There’s a state of emergency principally within the metropolis … The within of the shop was freezing. So each time that they opened the door it was like a wind tunnel, or like a fridge.”
As Carter shared, “It was loads of enjoyable, nevertheless it was additionally loads of work — good work. Producers have been unbelievable. All people had loads of enjoyable. All people was actually inventive.” He added that the group and the industrial’s manufacturing staff bounced concepts off of one another, whereas bandmate Kevin Richardson chimed in, “It was an excellent collaboration.”
Billboard has a backstage have a look at the Backstreet Boys’ T-Cell industrial shoot, premiering within the bloopers clip and the behind-the-scenes video beneath.
The industrial was created in partnership with Panay Movies, with a 60-second spot scheduled to air in the course of the second quarter of the sport on Tremendous Bowl Sunday (Feb. 8).
“This spot is about asking People to pause and take into consideration what their wi-fi supplier truly does for them,” mentioned Lucy McLellan, chief model and communications officer at T-Cell, in an announcement in regards to the advert. “We consider folks deserve greater than only a connection — they deserve extra advantages, extra transparency and a greater total expertise — and that’s what units T-Cell aside. Bringing the Backstreet Boys again was a enjoyable method to put a contemporary twist on an iconic music and convey that message to life on the largest stage on the planet. The takeaway is easy: it’s higher over right here.”
The in-store occasion had one thing like 50 extras current, the Backstreet Boys mentioned: prospects — and, clearly, BSB followers — on the T-Cell retailer.
Druski and Pierson Fodé are additionally featured within the spot, which was directed by Steve Pink and produced by inventive staff Andrew Panay, Brian Klugman and Nate Tuck, with Kevin Anderson as editor.
Additionally among the many expertise was a younger actor who was a professional by means of a industrial shoot that went late into the evening because of the weather-adjusted timeline, AJ McLean recalled; her second was reverse Machine Gun Kelly, who makes a comedic cameo on the finish of the advert: “We knew that MGK had not began filming but, and we had wrapped near 2 a.m. and he hadn’t even began filming his bit but,” McClean mentioned. “In order that implies that little lady was most likely there at, like, three within the morning … However all people, from the extras to crew, they only stored the ball rolling.”
Forward of getting on set, the Backstreet Boys put in time within the studio to file some new, humorous lyrics to “I Need It That Method,” written particularly for the T-Cell industrial.
“We recorded a number of totally different variations of the totally different takes and the lyrics,” Howie Dorough shared.
Watch T-Cell’s Tremendous Bowl industrial with the Backstreet Boys beneath, adopted by Billboard‘s premiere of their bloopers and a behind-the-scenes video of the group’s on-set expertise.
