T-Mobile's new ad puts Carly in leather

As part of a rebranding effort, T-Mobile's new ad campaign puts spokesmodel Carly Foulkes on a motorcycle with a promise that she's no longer nice.

T-Mobile spokesmodel Carly Foulkes
T-Mobile spokesmodel Carly Foulkes during simpler times at CES 2012. Jessica Dolcourt/CNET

I know what you're thinking after reading that headline, but get your mind out of the gutter!

It does appear, though, that T-Mobile's Carly Foulkes has a side we haven't seen before. In a television ad that the carrier posted on YouTube, a bored-looking Carly pads around her posh big city penthouse in search of something to do. Then, after trading her magenta frock for a black leather suit -- albeit with magenta accents -- she approaches a black-and-magenta 1,000cc Ducati parked in a garage. The ad closes with her zooming through town with the tagline, "No more Mr. Nice Girl."

The new ad campaign is part of a brand refresh that will come later in the year, T-Mobile's Senior VP Peter DeLuca told Ina Fried of All Things D. Other spots will highlight the Ice Cream Sandwich-equipped HTC One S, which the carrier is launching this week. You can get a taste of the new image on a page on T-Mobile's site.

If there's one carrier that could use an image boost it's T-Mobile. After its proposed acquisition by AT&T failed late last year , the carrier has tried to bounce back but is finding that the going is harder without the iPhone . And while its HSPA+ network isn't slow by any means, a proper 4G LTE network isn't on the books until next year .

Perhaps the new and dangerous Carly is a signal of exciting things to come. If he were still on TV , perhaps she'd start a rumble with The Verizon Guy. Or better yet, Alltel's Chad .


Editors' note: This post was updated on April 17 at 11:45 a.m. PT with full ad.
About the author

Senior Managing Editor Kent German leads the CNET Reviews editors in San Francisco. A veteran of CNET since 2003, he still writes about the wireless industry and occasionally his passion for commercial aviation.

 

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