The Backstreet Boys delivered a playful and updated take on their iconic hit “I Want It That Way” for T-Mobile’s 2026 Super Bowl commercial. Filmed in New York City as a major winter storm approached, the project combined nostalgia, humor and a high-energy production schedule.

Nick Carter revealed that the timing of the storm created unexpected challenges. Originally planned as a two-day shoot, the production had to be compressed into a single, extended day due to severe weather conditions moving into the city.

Filming Through a Winter Emergency

The shoot took place at a T-Mobile store in Times Square, where temperatures dropped to near six degrees as snow threatened to shut down the area. Carter described the situation as nearly a citywide emergency, explaining that every time the store doors opened, freezing air rushed in like a wind tunnel.

Despite the harsh conditions, the group kept spirits high. Carter shared that the experience was demanding but rewarding, praising the production team’s creativity and flexibility. Kevin Richardson added that the process felt like a true collaboration, with the band and crew constantly exchanging ideas to make the spot better.

A Star-Studded, High-Energy Production

The commercial, produced in partnership with Panay Films, features a lively store scene filled with around 50 extras — many of whom were genuine fans. The spot also includes appearances by Druski and Pierson Fodé and was directed by Steve Pink.

One memorable moment came from AJ McLean, who recalled the long overnight schedule caused by weather delays. Filming stretched close to 2 a.m., while Machine Gun Kelly — who appears in a comedic cameo at the end — had yet to shoot his scene. McLean noted the professionalism of everyone involved, including a young actor who stayed on set into the early morning hours.

Recording New Lyrics for the Big Game

Before stepping onto the set, the Backstreet Boys headed into the studio to record custom, humorous lyrics tailored specifically for the T-Mobile campaign. Howie Dorough shared that the group recorded multiple versions and vocal takes to capture the perfect tone for the ad.

The Message Behind the Moment

According to T-Mobile’s chief brand and communications officer Lucy McLellan, the commercial encourages viewers to rethink what they expect from their wireless provider. The goal was to highlight added value, transparency and customer benefits — all delivered with a fun, nostalgic performance from one of pop’s most beloved groups.

The 60-second commercial is set to air during the second quarter of Super Bowl Sunday on Feb. 8, bringing the Backstreet Boys back to one of the biggest stages in entertainment.

A Fun Look Behind the Camera

Fans can also enjoy a lighter side of the experience, as exclusive footage showcases outtakes, laughter and on-set moments from the production. The clip offers a candid glimpse at the group’s chemistry and the challenges of filming under extreme conditions — perfectly capturing the spirit of Backstreet Boys Share Behind-the-Scenes Bloopers From T-Mobile Super Bowl Ad.