The Girl in the Pink Dress

What started as a spoof quickly became a full-on rebrand. Inspired by Apple’s famous Mac vs. PC campaign, we personified T-Mobile, iPhone, and AT&T, with T-Mobile cast as the confident, witty “Girl in the Pink Dress.”

The first spots blew up. Piggyback pulled 200,000 YouTube views and 33,000 new Facebook fans in 24 hours, hit 10M views in a month, and drove 95M Twitter impressions. Momentum spread fast, and three more spots followed. Soon, the Girl in the Pink Dress wasn’t just on TV, she was everywhere: print, outdoor, in-store, online, even global. She ended up on industry lists of the “most recognized spokespeople in advertising.”