We're quite liking the new direction T-Mobile has taken, retiring (at least for now) the gal in pink for a humorous approach. Publicis USA'a latest spot, which debuted during the NBA playoffs, stars Dr. Frankenstein and his monster presenting the differences between T-Mobile and rival AT&T. The doc tries lay out T-Mobile's benefits in an oversimplified fashion, to the annoyance of his creation, who, like the audience is way smarter than he assumes.

The spot was directed by Epoch's Phil Morrison, who was also behind the camera for the previous smart vs. not-so-smart repartee between two competitors, Mac and PC, out of TBWA Media Arts Lab.