T-Mobile Girl Carly Foulkes traded in her signature hot pink summer dresses for a racy all leather ensemble in the mobile carrier's new ad.
The new TV spot shows the Foulkes tossing her pink dresses on the floor in frustration. She pauses before donning an all leather motorcycle suit with magenta accents.
Later in the ad, dubbed Alter Ego, Foulkes rides a 1000 cc Ducati superbike. The tagline No More Mr. Nice Girl scrolls across the screen as Foulkes wizzes down a highway.
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, T-Mobile senior vice president of brand, advertising and communications Peter DeLuca wrote in a blog post.
In an email sent to journalists, the company wrote 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.
Traditionally T-Mobile has stuck to female friendly marketing, but the carrier may be looking to switch to the sex sells strategy to get ahead of Sprint, AT&T, and Verizon, which all carry the iPhone series.
I think they're trying to universally appeal to the people looking for performance, whether that's going to appeal more to men or not, Brad Scott, Senior Director at branding firm Landor Associates, told Wired. Does the image make it more sexy, more evocative? Does it grab your attention? I think so.
The nation's 4th carrier, T-Mobile is looking to rebrand its image after the brand hemorrhaged customers in the fourth quarter -it lost 802,000 contract customers - and lost out in a merger with AT&T.
The pending AT&T deal negatively impacted customer satisfaction and brand perception in 2011, which is why we believe it is time to reinvigorate the challenger strategy and to relaunch the brand, President-CEO Philipp Hum said to AdAge.
It has plans to roll out a broader rebrand effort later this year.
The company also plans to unveil a new Android phone, the HTC One S, this week with more new Carly commercials.
The market isn't as aware of the innovative technology that drives our services, DeLuca, to Wired. 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.