It’s been about seven years since T-Mobile USA made a splash with its then-new spokeswoman, Catherine Zeta-Jones, but now the carrier is bringing her back in its new “Mobile Makeover” ads.
Touting “the coverage you need at the price you want,” the campaign also features a third party, Bill Shrink, which provides savings recommendations for everyday bills such as wireless plans, credit cards and gasoline. T-Mobile urges consumers to compare their wireless plans with other national carriers – even if T-Mobile doesn’t come out on top every time.
BillShrink analyzes a customer's wireless usage, along with wireless coverage in a customer's area and service price, to provide recommendations on the best value options. As many as eight out of 10 people unknowingly overpay for their wireless service, according to BillShrink.
In the new ads, Zeta-Jones prompts people to get a Mobile Makeover in order to help determine if they are currently paying too much for their wireless services, and where to find the best value, based on their individual needs.
"As an avid T-Mobile customer, I'm delighted once again to help T-Mobile carry its message to millions of Americans about the great value they deliver," Zeta-Jones said in a press release. "The Mobile Makeover campaign is a smart way to show consumers that they could save some serious money."
The first television spot featuring the actress will air tonight during the “American Idol” season finale on Fox. It features a group of Ivy League economists trying to educate homeowners they're paying too much for their cell phone service. In the end, a homeowner is pleasantly surprised when he opens the door to see Zeta-Jones standing on his doorstep asking, "Do you have time for a Mobile Makeover?" Zeta-Jones will be featured in two additional Mobile Makeover television spots in the coming weeks.
Back in 2002, T-Mobile International hired Zeta-Jones to be its global spokeswoman. Before that, T-Mobile USA, which was then known as VoiceStream, used actress Jamie Lee Curtis in its ads.