April 17, 2012 | by Andrew Kameka
Yesterday we wrote about T-Mobile USA opting for a change in the way it advertises. While the company for a time had a buzz using spokesmodel Carly to be the sweet, wholesome alternative to creepy swindlers like AT&T (as portrayed in the commercials, not my personal opinion), T-Mobile needed to switch directions. Transmitting the same message for too long can be ineffective.
In “Alter Ego,” Carly trades in her bright magenta sun dresses in favor of a form-fitting black and magenta leather outfit and a motor cycle with a matching paint job. She then descends from her high-rise apartment and takes to the streets as the title “No More Mr. Nice Girl” flashes on screen. She then races through the city streets and encourages viewers to “Test Drive America’s Largest 4G Network” at T-Mobile.com/TestDrive.
The ad looks like a teaser for one of Nolan’s Batman films, or at least something you’d expect to come from Verizon based on past marketing efforts. There’s no humor and fun that we’ve seen in previous T-Mo ads – only a lot of quick cuts, flash, and teasing to get users to visit a website that allows them to get more information on T-Mobile’s 4G HSPA+ network. It was a much-needed change of pace according to T-Mobile’s SVP of Brand & Advertising Peter DeLuca.
Here’s what he had to say in an announcement sent out earlier this morning:
With this new ad, there is a distinctive departure from our existing campaign…. the ad is a metaphor for what T-Mobile is all about – challenging the status quo and taking bold steps in the marketplace as a challenger brand. The makeover from the girl-next-door to an edgier, more tech-savvy and spirited Carly is synonymous with the evolution of the T-Mobile brand as we continue to push the envelope with device and service innovation to deliver amazing 4G experiences at an affordable price.
Do you agree with DeLuca? Is this the kind of ad that you’d like to see T-Mobile produce? Keep in mind that this is just one of many ads the company will launch, the first being a way to raise brand awareness. Expect to see the ad pop-up during your favorite TV broadcasts beginning this evening.