T-Mobile Replaces Girl in Pink with Cowboy Hat

Spot promotes company's new pricing

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T-Mobile today announced a new pricing structure that will let you break away from the bullying of other phone carriers and get an honest-to-goodness new iPhone5 for just $99 down, sans contract. To promote its new brand positioning, the company released this Wild West-themed spot that notably does not feature Carly Foulkes, the "girl in pink" who has been its spokesperson and symbol, with a rose-colored cowboy hat -- which one renegade bravely jams onto his head as he leaves the bullying to others.

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About

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Date
Mar 26, 2013
Client:
T-Mobile
Category
Latest Creativity News on Ad Age

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