The Backstreet Boys have delivered a spirited, lyric-flipped rendition of their quintessential hit, “I Want It That Way,” for T-Mobile’s 2026 Super Bowl spot. While the final commercial is a high-energy celebration, the filming process in New York City was a race against the elements as a major winter storm descended upon the city.
In a recent conversation with Billboard, Nick Carter detailed the logistical hurdles the group faced. “We were hit with a winter storm at the exact moment production was slated to begin,” Carter explained. He noted that the team had to pivot rapidly, condensing what was originally planned as a two-day shoot into one grueling marathon session to stay ahead of the weather.
The production took place at T-Mobile’s flagship store in the heart of Times Square. As a state of emergency was declared across the five boroughs, temperatures plummeted to a frigid six degrees. Carter recalled the challenging environment on set: “The interior of the store was freezing. Every time the doors cycled open, it felt like standing in a wind tunnel or inside a refrigerator.”
Despite the biting cold, the atmosphere remained electric. Carter emphasized that the collaboration was a “good work” experience, fueled by the creativity of the producers and the band. Bandmate Kevin Richardson echoed this sentiment, describing the project as a seamless partnership between the artists and the creative team.
Developed alongside Panay Films, the 60-second commercial is scheduled to debut during the second quarter of Super Bowl Sunday on February 8. The campaign aims to do more than just entertain; it serves as a call to action for consumers to evaluate their wireless service.
“This spot encourages Americans to pause and consider what their provider truly offers,” stated Lucy McLellan, T-Mobile’s Chief Brand and Communications Officer. “We believe customers deserve transparency and superior benefits beyond a simple connection. Bringing the Backstreet Boys back allowed us to put a modern, playful twist on a classic track to deliver that message on the world’s grandest stage.”
The shoot featured a lively atmosphere with approximately 50 extras, many of whom were genuine fans of the group. Joining the Backstreet Boys in the commercial are personalities Druski and Pierson Fodé. The project was helmed by director Steve Pink and produced by the trio of Andrew Panay, Brian Klugman, and Nate Tuck, with Kevin Anderson overseeing the edit.
The commercial also features a comedic cameo by Machine Gun Kelly. AJ McLean recalled the dedication of the cast, particularly a young actress who performed opposite MGK during the early hours of the morning. “We wrapped around 2 a.m., and MGK hadn’t even started his segments yet,” McLean said. “That little girl was a total professional, likely staying on set until 3 or 4 in the morning to get the shot. The entire crew and every extra kept the momentum going despite the exhaustion.”
Prior to arriving on set, the group spent time in the recording studio perfecting the comedic new lyrics. Howie Dorough mentioned that they experimented with several different vocal takes and lyrical variations to ensure the humor landed perfectly.
Watch the T-Mobile Super Bowl Commercial and Behind-the-Scenes Footage
