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

Kent German leads CNET's How To coverage and is the senior managing editor of CNET Magazine. A veteran of CNET since 2003, he started in San Francisco and is now based in the London office. When not at work, he's planning his next trip to Australia, going for a run, or watching planes land at the airport (yes, really).

 

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