T-Mobile’s First Commercial For The Brand New Carly Is Live

Here we go…after 24 hours of buildup, I can’t wait to see how you all respond to this. Introducing, Carly — the Magenta biker bad-ass. No more Mr. Nice Girl indeed.

Time To Set The Record Straight. What do you get when you combine America’s Largest 4G Network™ with T-Mobile’s newest and fastest 4G smartphones? Speed. Get ready. It’s time to rethink everything. It’s time for fast.

Does this commercial make you stand up and scream “I’m switching to T-Mobile?”

YouTube

 

Press Release:

T-Mobile’s “Alter Ego”

By: Peter DeLuca, T-Mobile senior vice president, brand, advertising and communications

Today, T-Mobile unveiled a new ad campaign that reveals another side of our popular brand ambassador, Carly. Carly has been a popular and highly recognizable spokesperson that personifies the T-Mobile brand, and was even voted one of 2011’s “best dressed” for her custom designed magenta frocks. With this new ad, there is a distinctive departure from our existing campaign. Her magenta summer dresses are replaced by motorcycle leathers and a 1000 cc Ducati superbike, which symbolizes the speed and capabilities of our 4G network.

Entitled “Alter Ego,” the ad is a metaphor for what T-Mobile is all about – challenging the status quo and taking bold steps in the marketplace as a challenger brand. The makeover from the girl-next-door to an edgier, more tech-savvy and spirited Carly is synonymous with the evolution of the T-Mobile brand as we continue to push the envelope with device and service innovation to deliver amazing 4G experiences at an affordable price.

This is the first in a series of ads that you’ll see over the next few months leading up to our brand re-launch this Fall. You can check it out here …and, T-Mobile customers, feel free to watch it on the small screen over our 4G network.

Consumers can also check out our competitive 4G experience first-hand by visiting a new test drive site. The Test Drive site lets consumers check out our amazing 4G experiences by comparing the speeds head-to-head with competitors against one of the latest 4G devices running on our network, whether it’s downloading an app or streaming a movie.

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  • Taron19119

    now it’s a sign on the website that saids comeing soon

  • IRIE4IPIER

    This commercial is telling us that changes are coming, for the better or the worse, I have two takes on it, 1). T-Mobile is saying they are gonna talk more trash with the other carriers in their next series of commercials, and they are gonna start announcing some bomb ass phones, possibly bring an official T-Mobile iPhone for the sheep on T-Mobile. 2). No more Mr. Nice Girl could mean they are gonna get ready and start charging a pretty penny for their services? I guess we’ll see.

  • jonathan3579

    Despite the fact that I am already with T-Mobile, this doesn’t make me think anything more of them and I doubt it does it for many other people. Sigh.

  • Matt_Hatter

    I have only one criticism about this commercial. Her boots should have spiky heels. Otherwise, I really dig this commercial. It’s obvious that it’s there to build the anticipation and to push the Challenger strategy. For those criticizing, remember all the Droid RAZR commercials that came out way back when and what they had to do with the phones themselves? Really, evil would win if the RAZR fell in to the wrong hands? It’s advertising, it’s supposed to be sensationalized. If just featuring phones and saying the price of monthly service is all that was needed, don’t you think that everybody on AT&T would have switched away from the iphone to TMo back in 2010 with the whole “I’m an iPhone, I’m the MyTouch 4G” commercials were airing? I say “kudos to you!”, Magenta. It appears as though the addapairtome surgery you had after the failed merger is taking well.

  • C Alejandr00

    i love it!!

  • tekmonkey

    Shouldn’t it be “No more Mrs. Nice Girl” ?

  • WW

    Well, it does say “coming soon” (at least a minute a go when I tried the URL).

    It’s clearly stated that it’s not active/live yet but you’d think that if the new commercial is available for public consumption, the URL they refer you to wouldn’t tell you to “come back later”.

    • MarcusDW

      I lol right.  I think the Commercial team told the Website team that they were gonna air with or without them.

  • ChadBroChillz

    The commercial was a fail to me. It did not make me want to know more. Carly was a bamf, but the whole commercial was meh. I did not think after this commercial, I WANT TO SWITCH TO TMOBILE.

    The droid commercials were good, because even the small 10 secon ads made you think, what is coming?also to those that say we are not getting it. Is it possible that you as a tmobile fan wanted to get “it” or are we just not understanding. Also if it is the latter and we are not understanding, then is that not the fault of tmobile? Imo, a commercial should stand on its own to get people excited.

    Hopefully the next commercial is better and gives us more info.

    • Johnny Brown

      The parallel I was giving for the 10 second droid ads and t-mobile’s new ad was to point out that they both were teasers. I stand by the fact that the ads that didn’t specify what the red eye was  and that anybody that wasn’t a phone enthusiast wouldn’t know what it was until they started airing their longer commercials, slowing revealing their product.

      Let’s face it, being a T-Mobile fan or not, the commercial isn’t for us, us being the ones that are commenting on a T-Mobile information site. Of course love or hate the ad, we’re going to be more critical of anything they do and dissect and analyze it more than anyone else. It’s for the more “average” consumer (the non-phone enthusiasts) who were thinking of switching carriers, or first time cell phone customers that are on the fence as to whom to choose. Looking at it from that point of view, I think it probably did it’s job as it should cause some sort of intrigue and generate traffic to their site once it goes live. That was the point. It wasn’t supposed to make people think “OMG, I want to switch to T-Mobile” The ad points you where to go and the site itself will sell it. The next round of ads will start advertising their network and selection. It’s one first, small step to something bigger.

      • ChadBroChillz

        I cant call a 1min ad a teaser. The average ad is 30 seconds. This was twice that. Also, I did not get the wow effect. The droid commercials made you think, until they revealed themselves. This commercial does none of that. With the motocycle and testdrive, i am think they are starting a tmobile motors, where they sell pink/black motorcycles and hot skin tight leather outfits.

        You think i am not looking at it through the average consumer eyes, but i am, which is why i mentioned the bamf-ness of carly. The bamf-ness of carly is what I see as an enthusiast. I already know what tmobile is going to advertise because of this awesome site. But the average consumer will not, and this ad does nothing to help them become more informed. And it does not grab you attention enough to make you want to visit this site.

        Look at sprint’s avoid the data dilemma. Shows off how people having to device what to download, because they are afraid of overages, but on sprint, they would not have the same dilemma. Or att’s adds that show how fast their lte network is, and how now you will get your information faster. Tmobiles ad does none of that. It is not even like godaddy whose commercials have nothing to do with their product, but gets people to go to this site to see more of the commercial, and their they will learn more about godaddy.

        • Tward291

          wow you are just over thinking something that does not need to be over thinked we get it you can anaylize things.

  • http://engadgetsucks.wordpress.com/ Don’t Really Care

    Or rather, I’ll put it this way:

    Count the number of posts on this site about ‘new marketing’ and ‘new commericals’.

    Its a distraction, nothing more.  To use a stupid, old, tired, cheesy movie quote: Show me the money, Tmobile.

    To have this much attention over ‘there’s a new commercial!’ rather than products and services is empty and meaningless.

  • The Great Cornholio

    They could have included a brief glimpse into her panty drawer!

  • tommy

    I like it because it implies that TMo is going to kick apple’s ass.  But are they going to start selling motorcycles?

  • http://www.unscripted360.com/ Deacon

    say what you will but the largest 4G network is surely not the fastest .. if what i get is faster than everything else then i pity those on other networks.  anyway, i’m more interested in the rebranding which i think most people are missing .. how will the image change?  new logo?  new colors?  when i think rebranding i think of things like that .. something is changing. will they be T MoreMobile now? lol

    what they could do though is make sure that whatever website they advertise in the commercial actually works. nothing is worse in my opinion than marketing that sends you to a dead page or a coming soon page when they tell you “just head on and try it out here” fail.

    • WirelessRefugee

      Huh? Did you read the news  yesterday, T-Mobile according to PC World testing has the fastest network.

      Verizon’s response: “Well speed is only one facet of service.”

      • http://www.unscripted360.com/ Deacon

        so surely because of PC World saying it has the fastest 3G network, i should be getting the fastest? cmon man .. these “studies” often mean very little to actual customer experience.  my supposed 4G in Dallas sucks.  but then i don’t get those networks that PC World tested so i can’t speak to 21mbps or 42 mbps .. i’m stuck on 14mbps with the Sensation so maybe those particular TMO networks really are in which point i need to get a new device to access ‘em.

  • Johnny Brown

    If I’m not mistaken, the ad doesn’t air until primetime television tonight, which at that point the site itself will go live.

  • Johnny Brown

    If I’m not mistaken, the ad doesn’t air until primetime television tonight, which at that point the site itself will go live.

  • http://twitter.com/chaircrow Chris White

    So bad. Uninformative and cheesy. I can’t believe people signed off on this. I would love to have a long talk with their marketing dept.

    • GinaDee

      The problem is they did talk to guys like you who kept insisting they needed to advertise cheaper rates and cutesy family type of ads.  But those didn’t work.

      People watch commercials for entertainment purposes which in turn creates brand awareness like the other poster mentioned.  Think Super Bowl ads.  

      T-Mobile needs a new image that isn’t about being the cheapest but rather the best value for your money.  Value isn’t always what costs less.  

      I’ve been preaching all along that T-Mobile needs more edge (not more EDGE) to their value proposition.  

  • http://www.facebook.com/leif.walkergrant Leif Walker-Grant

    I don’t which is hotter. The Bike or Carly. OH DEAR GOD DECISIONS D:

    • bj

      There was a bike in the commercial?

  • http://pulse.yahoo.com/_IHQM5O6LD4JPJ6GUZKYCS2ACBE Demond

    This was the dumbest commercial I’ve ever seen.  She places an HTC One S on the table, that’s the only time you see a cell phone.  They show more clothes and a stupid motorcycle than anything.  What idiot at TMobile signed off on this ad.  They should have shown the phone up close, showing off Sense 4 and ICS.  TMobile is ran by idiots, this is why you are losing market share and people are starting to hate you.

    • Brian

      The average consumer doesn’t know or care about Sense 4 or ICS. The only people that care about that are the same people that visit tech blogs like this one. The average consumer cares about value, network and product. This is a brand image overhaul, and it’s way past due! Stop being cutesy and fluffy and show that T-Mobile has a fast, hard competitive side. 

      It’s not the greatest commercial ever, but it is a good launching point for T-Mobile to reinvent themselves in the consumers eyes. 

      • Guest

        They still have to promote something, right? They fail to do so in this commercial. Mr. Nice Guy, really?! Anyone with any freaking sense would have changed it to Ms or Mrs… And how does this appeal to anyone besides pubescent males? No phone in sight… Huge fail! Focus on actually showing you phones and their features like successful carriers/manufacturers do! Same old marketing dept just giving a few extra bucks and told to make Carly edgy…. Oooooo! Big f*cking deal

        • Guest911

          They are promoting something – network speed. You dont have to like the spot but stop being shortsighted.

    • http://innovativenurse.com/ Kevin

      I hear your point about showing off the device, but this commercial is part of a Brand Awareness campaign. Much bigger than the phone itself. For T-mobile to compete, they have to use tactics that are “in your face,” and a little edgy. Looks like they don’t want to be viewed as a backseat carrier anymore. The view is always better if you’re driving or riding shotgun.  

  • Xavier

    Carly is HOT!

  • Tomherguz

    In my opinion i think t-mobile should make a deal with Sony to make a good line of phones just like at&t did with apple to get the iphone and Verizon did with Motorola to get the droid line.

    • ChadBroChillz

      IMO, this is the best advice I have read. Sony is not taken seriously in the usNsmartphone market, like Motorola was prior to their partnership to Verizon. Sny and tmobile are both struggling to differentiate themselves from their competitiors.. If Sony made exclusive high end smartphones for tmobile, they would have that differentiator. Also it is rumored that sony is making a windows phone 7. If true, Sony could make high end windows and android phones exclusively for tmobile. Tmobile needs to call up Sony mobile and get on it.

      • Tomherguz

        Yeah the way things are in the phone industry exclusivity is a must and if Sony n t-mobile were to work together im sure they can come up with a good high-end device that would help both of the companies.

  • http://www.youtube.com/user/mrjlwilliams?feature=mhee J. Williams

    I like.

  • http://www.facebook.com/people/Evgueni-Sloutskine/100000283862709 Evgueni Sloutskine

    Now this gonna save the company…

  • Youngt82

    Haha well i have to say i think its pretty cool. Go head Carly:)

    P.s. But now its time for the next best biggest and hottest phones for T-Mobileeeee!!!!!

  • MacRat

    Showing Carly in a swank expensive apartment will surely compel the average customer to switch to T-Mobile.

  • Bleacherbums1

    She’s a hottie !!!!

  • Salesrep

    the marketing change is refreshing but the problem is when your on the website and you click on “test drive” to compare against the competition….it shows the galaxy s2 competing against the iphone 4s and of course the galaxy wins…the iphone is a 3g phone.

    why dont they compare the galaxy s2 against the razr maxx?  the razr maxx blows away my galaxy s2 all day every day…i test it with my friends phone all the time

    • jumptheshark

      Yea, I saw that too.

    • UMA_Fan

      It’s targeted against people who buy iPhones for SHOCKINGLY uninformed reasons anyway.  There’s noting UNTRUE in any of the comparisons.

  • http://pulse.yahoo.com/_ORATYOTJ7JNYLA5YU2VU663PAE Flip

    I’ll be more impressed if the day ever comes where she is riding off with the JD power trophy.

  • Wilma Flintstone

    Um I get what they’re trying to say and all but seriously, they should say MRS. Nice Girl instead of Mr. Nice Girl.  Kinda gives the wrong impression of Carly…

    • Guest

      Interesting take…  wonder if there was some discussion on this point when they build the tagline.  Suppose the trade offs they would have had to weigh is that is assumed Carly is youthful and not married thus use of Mrs. is not the correct use.  And using MISS / Ms. could have poor connotations and/or confusing for general public in today’s English language.

      • now_onTMO

        she’s from Canada..  im kidding

        why not miss? what connotation?
        using Mr. sounds more wrong imo..

    • now_onTMO

      LOL.. actually it should be Miss. nice girl

  • now_onTMO

    nice ad carly! 

  • Asd

    I just blew a load off in my pants..

  • Fdsa

    lol you boy getting hard to this ugly bi atch 

  • Thecityboy781

    looked like a trailer for a mission impossible movie lolol

  • Alexroth95

    thats cool

  • DuTcH PaPi

    Does anyone else think her outfit looks like the old V uniforms from the 80′s, just pink instead of red?

  • Jaybird

    1000cc Ducati?  The new superbike is either 850cc (848) or 1200cc (1098/1198).  I’m guessing Carly was on the smaller (despite what the spokesman says–since there’s no liter bike in the lineup anyway).  Unless she’s 6’2″  the standover height on the big bike is not scaled for a lady.  Just sayin’…

  • P Orourke

    Sounds like a ducati, then sounds like a honda. Get it right or I am not interested.

  • Adrianna

    What type of motorcycles are they using