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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  • ogopogo

    Sweet. We finally have something to cheer about!!

  • http://twitter.com/Wdave92 David Gonzalez

    Here’s hoping marketing efforts get better then this commercial..

    • http://tmonews.com David

      I agree.

      • http://twitter.com/Wdave92 David Gonzalez

        They needed to show something slick, Something different.
        Like If the iPhone has Siri, Android has (Whatever).
        Or you know, Suck up and pay for the iPhone.

    • HalfwayCrook

      then this commercial what?

  • brettschulte

    Bad plan. Speed isn’t the issue or their strong suit, value and unique technology is.

    • http://twitter.com/shipman jon shipman

      Wrong. Do you choose your cable company on which computers you can run on their network?

      • 21stNow

         Most people don’t have a choice in cable companies.  Or did you mean all subscription television services in general?  Still, a bad comparison because most televisions will work with any television service (including OTA antenna) but most cell phones will work well with only one cellular service provider.

  • Lu

    makes me wanna Google her pics more than buy a phone

  • http://twitter.com/psevoznik Alvaro Psevoznik

    One minute commercial that says NOTHING! 

    • http://benpike.net/ Ben Pike

      You obviously skipped reading classes throughout school…

      • Please

        The Commercial is pointless it does nothing to promote,…. Idk service, phones, network, etc. A pretty girl on a bike makes no difference. It’s time to drop Carly and go in a different direction. 

  • Lu

    makes me wanna Google her pics more than buy a phone

  • http://benpike.net/ Ben Pike

    I was never really a fan of our commercials/ad-campaigns, but this one is pretty bad ass…

  • Deadeye37

    This commercial makes me want to buy a bullet bike.

  • allen_reid

    Yawn…do the phones work? That’s all I care about.

  • Jonathan

    underwhelmed.  :-(

    I think it is time to ditch the Carly campaign and move on to something else.  

  • Carly_isnt_hot

    This guy has a serious hard on for Carly. 

  • NardVa

    So a one minute commericial about nothing.

  • Josuemoralesc

    Speechless. Epic!

  • Anthony Ryan

    i liked it since it was something different t-mobile went with from there other ad’s they have 

  • steveb944

    Umm, I rather buy a bike and full suit than buy a phone now.

    I hope the future ones are more phone/ network biased. I do want them to show off what they have rather than be whimpering in the corner

  • FuzzyDunlop

    Alright commercial I guess, I don’t see how that would entice anybody to buy on of their phones or switch over to their service though. 

    • http://tmonews.com David

      This is my point, it’s a fine commercial, but nothing about it makes me want to stand up and go to a T-Mobile store.

      • lvmonkey

        to me it seems more of a rebuttal against tmo’s competitors about any negative things they say about tmo’s network and also to “set the record straight” on misconceptions non-customers have rather than lure them. although i think luring new customers is what this campaign will eventually turn into.

      • ogopogo

         People just don’t “get-it”. It is a commercial that is a prelude of things to come. Basically building anticipation of something new coming….

        Sheesh……This is the kind of response I would expect from someone that was one-dimensional.

        • MarcusDW

          Exactly.  

      • http://twitter.com/amckinnis Arnie McKinnis

        When I first saw it, I thought it was going to be a “Bruce Wayne, Batman” kinda thing. and when she opened the closet I thought there would an elevator or fireman pole to take her to the TMOcave filled with gadgets – then she could go around “Gotham” solving phone problems – like speed, like data access, like applications, like family messaging, shopping, etc.  But no, Carly looks out at the skyline, is bored to tears and wants to go out – but WHAT TO WEAR – all that PINK!

        Since it is the prelude, I’ll give it a passing grade – but if there isn’t something better as Chapters 1, 2, 3 – then they will get a fail.

      • MarcusDW

        Isn’t this more of a preview commercial??

  • http://twitter.com/EzzyNYC Marc Klein

    Call me crazy but isn’t a commercial supposed to advertise the product being advertised? If you are a phone company, why are you showing off a bike instead of a phone? This doesn’t tell me anything about  you nor would it make me want to know more….. Unless T Mobile is selling motorcycles now.

  • Mdmmmm

    Why is it Mr. Nice Girl”….l..

    • guest

      Duh! Its a play on words: “No more Mr. Nice Guy!”

  • Richardthegrape

    Ummm the dropping of the dress to the floor was kinda hot! And from some marketing things I’ve been learning at school, I can see this kinda add campaign working. Sweet, sexy, fast, kinda dark. Kinda reminded me of one of Verizon’s Droid commercials… without the Droid haha.

    • guest

      She’s dropping the old and going with the new. The old really didn’t work, so she’s going for some change, a new look, something hot, something fast and something that will definitely work. T-Mobile has my vote. =D

  • tmobRSA

    Very Verizon esque. Guess it’s a good starting point but they’ve gotta showcase the phones in the next commercial while keeping the edgier vibe. Let’s bring in more customers.

  • T-Mobile Sales Rep

    This commercial is a tremendous failure IMO.  As a T-Mobile employee it embarrasses me to have a 1:00 commercial that has nothing to do with phones!   They don’t show anything involving phones, network or even “speed”.  Sorry having a woman go through her closet, put on a biker suit and ride a bike says nothing i repeat nothing about a cell phone company!  T-Mobile needs to invest money into showing off all the cool stuff their phone can do.   Also, why is it called no more mr. nice girl?  Since when is Carly a man?  Complete misstep and drop of the ball and waste of money by the company again. 

    • Get_at_Me

      i agree with you in that the commercial doesnt really advertise anything which is kind of pointless, but this is probably meant to be more of a sneak peak or teaser of things to come.  The very first VZW Droid Does commercial really didn’t advertise anything but built up anticipation…we’ll see what the next commerical brings.  It would’ve been cool if they incorporated the HTC One S into the first commercial somehow

    • guest

      OMG! This is JUST the teaser…the beginning! Gees…lighten up on the hand that feeds you. If you don’t like their direction, please PLEASE go to another carrier. That is all. Thank you!!!

    • 21stNow

       I think it should have been Ms. Nice Girl.  People still would have understood the reference and there would have been no unnecessary masculine references to the spokesmodel.

  • http://twitter.com/bruce_leer0y Ray

    Tmobile needs to put a pause on their speeds and worry about their coverage in certain areas. I can literally drive 10 mins from my city to another city in rhode island and go from 4g to 2g. I know they can’t be every where but seriously, 10mins away from the biggest city in this state.

    • Sam123

      lol forget 10 mins sometimes its just 100 away.  I have tmobile so i know.  But i stay with them because of price.  

    • NoOne

      Though Carly dressed up in a TMo coverage map would make my day…

  • Reaper!

    Ok screw buying a phone or a damn bike, I’m off to buy me a leather clad carly. She would have more uses than a phone or bike!

  • Gporter07

    HTC One S 3 seconds in :D

  • AndrewSingleton

    so its.. the same website with a black background, and tmobile calls that a rebranding? cool.

  • Kyoshiro82

    Wow people this commercial is just stating tmo is changing. Its just the begining.

  • JQuest

    I think the commercial was just fine… after all it’s just the introduction to their new campaign. It does grab the eye, leaves a bit of intrigue and direct you where to go to find out more, which I think was the point. Remember the VERY beginning of the Droid marketing campaign, where they would splash that red-eye thingy during sports games and brief ten second commercial spots? I highly doubt that most people who aren’t phone enthusiasts knew what that was even about until the big reveal. Will this new campaign from T-Mobile drive visitors to their site? (See what I did there?) We’ll see, only time will tell…

    They did show the the One S at the very beginning of the commercial for all but 3-4 seconds. LOL. Carly, I know you’re angry, but go easy on that One S: @ 00:02, that was pure phone abuse… You’ll chip the paint girl!

    • Taron19119

      very well said by the way is t-mobile new colors pink and black

  • tommy

    TMO has class.  The others don’t. 

  • http://twitter.com/timmyjoe42 tim bennett

    Boing!

  • George

    I see this ad as an introduction for the beginning of new era for t-mo :)

  • TMOSince2003

    I was prepared to scream that I’m sick of sexist advertising, but was pleasantly surprised to find the ad more or less tasteful. Godaddy ads make me scream the full duration. This only had 2 or 3 moments and they passed before I could get upset.

    Good shift, focus on speed. Simple messages are better. The public in general cannot do math and figure out it’s cheaper, or read a coverag map (that isn’t terribly accurate to start with) or get the difference between 2G 3G or 4G, so yeah, sell that speed.

    She didn’t put her phone in the jacket pocket, though – she left it in her Stark Industries apartment. I never go zooming around closed courses without my cell phone.

  • Sam123

    I have to admit when you do get 4g coverage its pretty darn quick.  The problem is coverage its so limited that sometimes you can move 100 feet away and it drops to 2g.  I have Tmobile i just hope coverage gets better.  They can only use “largest 4g network” for so long because Verizon is catching up real quick.  They better hurry up with their LTE network or else they wont be able to use that slogan.  

  • JamesJ13

    i see this commercial as a prelude of commercials of things to come.
    Hopefully Carly turns mean/witty in the next commercials (still with her black suit) telling how Tmo is simply better.
    anyhow..she is soo fine.

  • guest

    I am speechless! AWESOME! LOVE IT! Way to go T-MOBILE!! Kick some bootay!!!!

  • WirelessRefugee

    T-Mobile needs to market the hell out of this news, immediately, if not sooner:

    “T-Mobile USA and AT&T finished top in their classes for 3G and 4G network performance respectively, according to this year’s PCWorld report that measures wireless network performance.

    The study involved “snapshot measurements of wireless service in 13 cities — Atlanta, Boston, Chicago, Dallas, Denver, Las Vegas, Los Angeles, New Orleans, New York, San Francisco, San Jose, Seattle and Washington, D.C. — across the country to get a real-time view of how the 3G-to-4G transition is progressing, and of which companies are currently delivering on the promised faster speeds.

    According to the report, AT&T’s 4G LTE network delivered the fastest download speeds (9.56 Mbps) when compared with Verizon Wireless’ LTE network (7.53 Mbps), T-Mobile’s HSPA+ 42 network (5.54 Mbps) and Sprint’s WiMAX network (2.81 Mbps)….”

    Via Wireless Week
     

  • Carly

    I find it ironic that my Tmobile phone couldn’t stream the YouTube video.

    • Justin Lee

      Carly, is that really you, from the commercials?! I just knew you were a frequent of the Tmonews articles. Say it isn’t true!!! Because since you work for T-Mobile, you obviously have a T-Mobile phone, and therefore what you are saying means that from T-Mobile’s data service you can’t even watch their own advertisements. And since this comes from you it must be true. T-Mobile, how could you have screwed up something as simple as playing your own advertisement from your own phone?! Do you have complete disregard for your customers if you are treating your own spokes-hottie this way?! UNACCEPTABLE!!!!!!!!!!!!!!

      • guidomus_maximus

        sarcasm is lost on idiots

  • MarcusDW

    I think the commercial goes hard.  Dropped that old image and picked up a BADA$$ bike!!
    As long as we do go overboard with the Angelina Jolie bad girl image we’re cool.

  • Thomas Brezinski

    It’s something different, which is what was needed.  No directed attacks, just here we are, take notice.

  • guest

    I swear, some of you guys are idiots. This is JUST the beginning. Its a teaser of what will be coming ahead. Like the trailer for a movie. You don’t expect the see the whole movie in 1 min do you? So, let T-Mobile do their job and stop being whiny little bitches! =D Just sayin’!

    • MarcusDW

      I Its frustrating reading some of this stuff.  Wanna smack everybody!

      • Gmailllll

        yeah you wanna smack everybody because your a very bad man .Ganster MarcusDW !!!      stop watching BET

        • MarcusDW

          I heard you the first time.  You got me, I’m so gangster it’s ridiculous. 

        • HAHAHA

          Everyone is entitled to have opinions no need for the GHETTO behavior or comments .thank you

        • MarcusDW

          I It aint even that serious, it’s just a saying.  

          I think we can all agree that the commercial did not sell any phones nor did it lure anyone into switching to T-Mobile.

          That said, I’ll bet any money though that if you asked the creators of the ad, they would say that it was a teaser of what to expect from the future of their ads and not much else.  Even their website at the end there leads you to a “Coming Soon”, which, did nothing to sell a phone or lure anyone into switching to T-Mobile. 

          Opinions are one thing but misinterpretations are another.

      • booooo

        Wanna smack somebody! because your a Bad Man your a Gansta your wearing a hoodie..  Stop watching B.E.T

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

      The beginning of what?

      I pay $115 a month to be told nothing?

      keep jerking off to pictures of Carly you fool.

  • http://twitter.com/bryanespey Bryan Espey

    Is it just me or does nothing happen when you go to the test drive site? 

    • MarcusDW

      Nothing happened for me.  Site might be overwhelmed by the 32 people who are visiting it :-P

    • MarcusDW

      “Coming Soon” now.

  • caleb

    People signing up with tmobile be aware!!! Reps who works at tmobile, are giving wrong information on phones and plan and rebates! I had signed up with their service and was awaiting rebate and it was denied because rep gave me wrong info. Customer service is unwilling to do anything regarding this@@ I’m stuck with their phone and plan and paid for what suppose to be a free phone!!!! 
     

    • Darmidillo

      I had the same issue. Called the store where I bought the phone and they fixed me up.

    • Justin Lee

      If it’s been less then 14 days, you are not stuck, you can return the phone and cancel the plan.

      So what is the point of your post, are you trying to say T-Mobile, as a company, is trying to deceive it’s customers in general?

      Or are you saying that you had one sales rep screw up on his/her information? Because, that’s not a T-Mobile exclusive. Any company that sales something gives out false or inaccurate information at some point, both intentionally and unintentionally.

    • guest

      let me guess.  Rebate was based on a data feature.  You deleted the feature to save money.  Your rebate was rejected because you didn’t have a data feature on your account. You filled out the rebate so you must have read it

  • JBLmobileG1

    I like it. Looks like Tmobile plans on being a game changer this year. This commercial just shows that they mean business so look out for Tmobile.

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

      If they meant business, they’d tell you what that business was rather than distract you by dressing Carly up in leather.  Its lip service and all talk.  Make the changes, make the improvements, then advertise it.  Until then, just a bunch of money spent on empty words.

  • jd

    Cool. Screw all the haters!

  • bwinger79

    Gotta love how T-Mobile’s way of reinventing themselves is doing the same damn thing they always have. Well done worthless T-Mobile leadership.

  • http://pulse.yahoo.com/_AWWIKW6MNPUHOC4OVSHWUDWAHM Fabio

    I do like this commercial very much… BUT, yes there’s a but! She didn’t even talk, nor did she even advertized a phone nor its speed. If this is just a preview then I guess it’s okay.

    But people will see this commercial and think nothing of it, except a very beautiful woman in leather on her motorcycle = T-Mobile.  ???  It is VERY edgy tho.

  • g1plusg2equalssgs2

    I love the new commercial. Also think when the elevator opens up and she is in her new leather outfit (and hair), that she looks the best I have ever seen her.

  • oldgreg

    The goal of this teaser ad was to, when it was over, go “what?”. Did you do that? Then it worked. Now that you have “what” face you are more inclined to pay attention in the next series of ads to answer the question.

    • 21stNow

       My question was more “why?” than “what?”.  Given that I had the lead-in from reading this blog, I won’t have a typical reaction.   The beginning of the commercial seemed OK, but the execution of the motorcycle ride seemed muddled.  Maybe people who normally watch action movies would get it better than I do.  But it seemed like the commercial was showcasing the scenery more than the speed during the motorcycle ride.

  • Gouv

    So much better!! and this is coming from someone who generally dislikes modern T-Mobile.

  • Moth477

    They can advertise as much as they want, however, as long as we consumer still think T-Mobile phones are inferior to the likes of the other big 3, this commercial will not help.  For example, why did AT&T get GS2, GS2 Skyrocket and GNote while t-mobile gave us only GS2. Amaze 4G is just a MT4G. Better yet why did AT&T and Sprint get One X and T-mobile gets One S? Once t-mobile gets better devices there will be no need of “undressing” Carly. They keep advertising the faster 4G service but they should be getting better devices.  

    • Ab1555

      If you knew what you were talking about maybe your inferior comment would make sense. First off the skyrocket is a lesser version of the gs2 so why would T-Mo spend money on it? Secondly, the One V is what is going to Sprint, not the One X. The One V is the bottom basement phone of the three. Lastly, the Amaze is not a MyTouch 4G. It actually has a faster processor, bigger screen and better screen resolution. So before you make yourself sound like an idiot check your facts.

      • Moth477

        I can tell you are in love with Carly. I don’t blame you she’s cute. In regards to the Skyrocket following your analogy that T-mobile did not want spend money on it, is that why they released the Blaze making it seem like its top of the line. The EVO 4G LTE is the One X rebranded. I have the MT4G and I cannot see a reason to upgrade to Amaze 4G that’s why I deem it a MT4G.

        • kalel

           I had the Mytouch 4G, rooted running CM7, and the Amaze is much better, even running stock.  The data speeds are much much faster.   The screen is much bigger and better.  The camera is much improved over the MT4G.  I have/had both and Amaze is a better phone in every category except one, can’t get S=OFF. 

        • Mothballs

          Yes of course. If YOU cannot see the point of upgrading, then it must be a MT4G. What a fool!
          See what I did? I dont see the point of your comment so I deemed you a fool. Works eh?

  • TMoFan

    GGreat ad. People need to keep in mind that this ad is the first of many. It’s not suppose to make you want to switch. That’s the job of the ads to follow. For what it is – an intro ad for their rebrand campaign – it’s a great start in that direction.

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

      That seems like smart business to you? To spend money for a ‘teaser’ ad for upcoming ads and doesn’t actually tell the consumer anything?

      Its dumb.  The only people who like it are the Tmo die-hards who care more about what Carly is wearing as opposed to how Tmobile is going to improve, if at all.  Smoke and mirrors and red herrings and such.

      • TMOTECH

        Herring make good bait.

      • Bleacherbums1

        What do you mean the add doesn’t tell consumer anything??? It just said ” try tmo’s high speed network ” and plus there upgrading and revamping there networks , they won the survey for the fastest 3g by pcmag.