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?”
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.