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T-Mobile's Carly goes 'bad' in ad strategy switchup

updated 02:30 pm EDT, Tue April 17, 2012

Carly goes biker for speedy 4G spot

T-Mobile's friendly, familiar brand representative Carly has received a makeover in a new commercial kicking off a new direction in the mobile provider's marketing efforts. The first commercial with a "brand new Carly" sees her trading her usual friendly sundress for the edgier attire of a motorcycle rider.

The new commercial urges viewers to test drive T-Mobile's 4G network and drops a clue as to an impending phone launch, as Carly sets down an HTC One S before she changes into her riding suit.

For T-Mobile, the campaign is meant to rekindle life in its campaign and generate interest in its brand now that AT&T has dropped its merger attempt over government anti-competitive concerns. The carrier is currently in a holding pattern where it has to focus on its Android and Windows Phone lines even as it changes its network to support the iPhone.

by MacNN Staff



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