Itching for a comeback, T-Mobile is assuming a new-challenger attitude as it kick-starts a brand refresh by toughening up its pink-clad TV spokesperson. Talk about TV everywhere: The national buy will be in broadcast and cable TV, Hulu, YouTube and mobile as well as print.

Carly Foulkes, the leggy brunette who has starred in T-Mobile's ads since 2010 and been dubbed by some a DVR-proof pitch personality, is trading her usual frocks for biker leather as the wireless carrier looks to halt mass subscriber defections and uncertainty following AT&T's failed takeover bid. The commercial, "Alter Ego," makes its debut this week. It finds Carly, after tearing up her closet, emerging in a black-leather jumpsuit and riding away on a motorcycle.

Internally, the spot is called "No More Mr. Nice Girl."