The T-Mobile Girl Gets Some Company

Published on October 23, 2012
by Peter Kafka

If you spend time thinking about T-Mobile’s ad campaign, you’re probably thinking about Carly Foulkes.

She’s the actress best known as “the T-Mobile Girl.” Usually, she wears pink dresses, though she’s recently been playing around with leather.

But here comes a new, lady-free campaign for the carrier: A series of shorts featuring men who are famous to a few people, and likely unknown to the rest of the world. The idea: Even if you don’t know who these folks are, other people do, and they seem to have pretty cool lives. And they like T-Mobile.

Here’s the first one, which features proto-blogger Chris Pirillo, who runs the LockerGnome empire, and already does a lot of tech endorsing — earlier this year, he sang the praises of the Samsung Galaxy S III you see him brandishing here.

He also has a lifestyle that might seem familiar to some of you: Owns a lot of Star Wars and Lego stuff, works from home, reads his phone while his bedmate is still sleeping, seems to be pretty happy.

The rest of the semi-celebrity endorsers have lives that are a bit more exotic: Pro surfer Jamie Sterling, DJ RJD2, and Andy Blackman Hurwitz, who makes kids’ music that doesn’t suck.┬áSocial media agency Big Fuel put the campaign together.

Here’s Pirillo’s explanation, via email, of how he ended up working on this one: “I discovered through a business associate that an agency was working with T-Mobile to surface people who have found ongoing success with technology as an enabler – and that’s (pretty much) my story. So, I guess the agency didn’t necessarily approach me as much as serendipity landed the opportunity. That’s not double-speak, either – my story happened to fit the campaign. Difficult to say how that conversation started, though. “Hey, I get to tell my story? Cool.”


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