T-Mobile Transforms Carly Foulkes From Nice Girl to Bad Girl

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Cute Carly Foulkes has been T-Mobile's latest spokesperson for a while now. You've likely seen her dressed in her trademark pink (magenta?) dress waltzing through commercials touting just how great T-Mobile is. Well, it appears that hasn't been enough for the telecommunications provider who, in the wake of the failed AT&T take over bid, has lost 802,000 customers.

In an effort to ante-up, T-Mobile, with help from Publicis Seattle, has recast Carly as a leather-clad biker chick and will unleash her over the next two weeks as part of a new national ad campaign.

The initial ad, called Alter Ego, has Carly tearing through her closet presumably in search of something more bad ass to wear. She finds the black leather motorcycle suit and off she goes atop a motorcycle.

Of the shift in direction, T-Mobile Brand SVP Peter DeLuca said, "In any campaign, evolution is good from a creative standpoint. We felt this was a good time to step in and do something like this. We really needed to do something to get T-Mobile some attention right now."

In a video released yesterday (below), Carly can be seen asking viewers to take a look at the forst commercial she did for T-Mobile. Tellingly, she is dressed in black leather.

by Steve Hall    Apr-16-12   Click to Comment   
Topic: Brands, Campaigns   

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