T-Mobile prepping "brand refresh," Carly to gain leather outfit and motorcycleAlex Wagner - Deputy Managing Editor, News Desk
T-Mobile spokeswoman Carly is known for appearing in ads for the carrier while sporting various magenta-colored dresses, but T-Mobile is planning a commercial that'll see Carly ditch the dress for a leather outfit and motorcycle. The carrier is planning new ads that'll depict Carly tossing her dress to the ground and riding off in her two-wheeler along with the tagline "No More Mr. Nice Girl," All Things D explains. T-Mobile senior VP Peter DeLuca says that the operator is working on an effort to refresh its brand later this year and that it wants to "set the record straight" and tell consumers that "they really should be taking a second look at T-Mobile." The new Carly ads will be part of that endeavor, as will an ad for the HTC One S and a "test drive" site that'll try to show users that T-Mobile's devices can be faster than the competition.
Although T-Mobile has said that it'll be rolling out LTE, it won't be doing so until next year, while AT&T and Verizon both have already started work on their LTE networks and Sprint will soon be doing the same. Until then, T-Mo will be expanding its 42Mbps HSPA+ coverage to new markets and pushing that network to consumers, likely using ads including the new motorcycle-riding Carly. The new ads definitely look like an interesting change, but it remains to be seen whether or not T-Mobile's efforts will indeed convince consumers to give Magenta another look. T-Mobile's new ad is set to make its full debut tomorrow. Until then, you can find a teaser clip down below.