Peter Kafka

Recent Posts by Peter Kafka

The T-Mobile Girl Gets Some Company

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. Social 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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There’s a lot of attention and PR around Marissa, but their product lineup just kind of blows.

— Om Malik on Bloomberg TV, talking about Yahoo, the September issue of Vogue Magazine, and our overdependence on Google