T-Mobile officially debuts new "Alter Ego" ad [UPDATED]

Alex Wagner
Editorial Director of News and Content from Omaha, NE
Published: April 17, 2012

T-Mobile Carly Alter Ego

Yesterday T-Mobile teased its new ad campaign in a clip that showed its spokeswoman Carly donning a leather outfit and hopping onto a motorcycle, and now the full ad is available for viewing. The minute-long clip shows Carly tossing her magenta dresses to the ground and instead throwing on a leather jumpsuit, followed by her getting onto a Ducati motorcycle with the tagline "No More Mr. Nice Girl" and then taking to the streets. T-Mobile senior VP Peter DeLuca explains that the two-wheeler is meant to symbolize "the speed and capabilities" of Magenta's HSPA+ 4G network. Meanwhile, the ad itself is meant as a metaphor for T-Mobile "challenging the status quo" and "taking bold steps in the marketplace as a challenger brand," DeLuca says.

This new Carly commercial is just the first in a series of ads that DeLuca says will be appearing over the coming months. The clips will be part of a "brand re-launch" for T-Mobile, which is slated to be going down sometime this fall.

T-Mobile also announced a new "Test Drive" website that'll allow customers to try out T-Mo's network and compare its speeds with those of other carriers in the market. The Test Drive site isn't totally functional as of this writing, showing only a black T-Mobile page informing visitors that the functionality is "Coming Soon."

T-Mobile's new ad looks well-done, and it's definitely a departure from the Carly ads that we're used to. It'll be interesting to see how T-Mobile plans to, as DeLuca put it yesterday, "set the record straight" and convince consumers to take another look at it, especially with the brand refresh that's coming later this year. Until then, you can check out the new ad down below. What do you all make of the clip? Think T-Mobile is off to a good start with its new campaign?

UPDATE: T-Mobile just announced that the Test Drive site is now live. Check it out here.

Via T-Mobile