T-Mobile Abandons Pink Dresses for Black Leather [Video]

T-Mobile is planning to relaunch its brand this fall and will highlight the change by having T-Mobile girl (Carly Foulkes) abandon her pink summer dresses in favor of a black leather biker suit and a Ducati, reports Business Insider.

The company is facing hard times and recently laid off nearly 2,000 call-center employees due to sinking sales. T-Mobile has not been able to carry the iPhone which has likely contributed to its poor performance.

Internally, ad agency Publicis is calling the spot "No More Mr. Nice Girl." The change is seen as a big risk for the company as Foulkes is an important part of their brand equity. T-Mobile spent $517 million on ads featuring her last year.


Peter DeLuca, T-Mobile's Senior Vice President of Brand, Advertising and Communications said:

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.

T-Mobile's upcoming 4G network will be compatible with the iPhone which could provide a much needed boost for the network.

Check out the ad below...


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