T-Mobile rolls out new smartphones, ad campaign

Written by  //  October 13, 2011  //  Telecommunications/Technology  //  1 Comment

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From left: Dallas Mavericks Point Guard José Juan Barea, T-Mobile Puerto Rico General Manager Jorge Martel, T-Mobile Senior Marketing Manager Lyanette Dávila, and NBA player Carlos Arroyo talk about the new smartphones and ad campaign rolled out Wednesday. (Credit: © Mauricio Pascual)

Puerto Rican NBA players José Juan Barea and Carlos Arroyo are once again taking center court in T-Mobile’s latest advertising campaign launched Wednesday along with the arrival of the carrier’s two newest 4G-enabled smartphones, the HTC Amaze 4G and the Samsung Galaxy S II.

The handsets, unveiled earlier this month, will be available at all T-Mobile stores starting today, company General Manager Jorge Martel said during a news conference.

These new smart phones will allow customers to surf the Web faster than on an average home network, with average download speeds of close to 8 Mbps with peak speeds of about 20 Mbps in T-Mobile’s 4G HSPA + 42 Mbps network.

“Today we announce the launch of two new 4G phones, which join our robust portfolio of 4G and Android products, and are the fastest in our market,” Martel said. “Puerto Rican consumers can enjoy these equipment simultaneously with the national launch because we remain committed to our customers in providing the best equipment and services.”

The HTC Amaze 4G runs on Android 2.3.4, features a Qualcomm Snapdragon S3 Processor with a 1.5 GHz dual core CPUs, and offers the HTC Sense user experience. It integrates an 8-megapixel camera and 1080p HD video recorder, a backside illuminated sensor for improved low light performance, zero shutter lag and a dual LED flash, as well as advanced digital camera features, SmartShot, PerfectPics, SweepShot, ClearShot HDR and BurstShot.

Meanwhile, the Galaxy S II is powered by a Qualcomm Snapdragon S3 Processor with 1.5 GHz dual CPUs, runs on Android 2.3.5 (Gingerbread) and is NFC-enabled. It has the capacity to offer T-Mobile customers speedy access to their favorite movies, TV shows, websites, games, applications and more.

New ad: A ‘play’ on words

Teammates Carlos Arroyo and José Juan Barea pitch T-Mobile's latest smartphones in its newest TV campaign.

The ad, which plays on the multiple meanings of the word “taco” — Spanish for the tasty Mexican treat, or high-heels — shows the stellar players sitting next to each other at an arena eating tacos after a typical basketball practice.

Barea is about to ‘Tweet’ “I love tacos” through his smartphone, but before sending it, shows it to Arroyo, who immediately imagines what would happen if people misinterpreted it as his teammate’s penchant for high heels, which gives way to a string of funny scenes on the basketball court.

Ultimately, however, Arroyo saves the day by deleting the ambiguous message before Barea hits “send.” The Y&R ad agency created the spot.

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