(NEW YORK) — T-Mobile’s chipper magenta-clad spokeswoman is getting a makeover. Carly is trading in her girly pink dresses for a leather bodysuit and a Ducati motorcycle.
A teaser ad released Tuesday shows Carly opening up a closet filled with variations of her signature pink frock. Then, a series of close-ups show Carly zipping up a black leather suit, with magenta accents, of course.
Elevator doors open to reveal her in a full bodysuit with a black and pink motorcycle helmet propped on her hip and a matching motorcycle waiting for her.
“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 senior vice president of brand, advertising and communications Peter DeLuca wrote in a blog post.
The ad campaign is called “Alter Ego” and the video is the first of a series of ads that will be rolled out over the next few months leading up to the brand’s re-launch in the fall.
Copyright 2012 ABC News Radio
Julia Horowitz, CNN
John Gunnerson, BYU-Idaho
Paul Menser, BizMojo Idaho
Susan Scutti, CNN