Hasta La Creative!

When T-Mobile’s stores shut for the night on Thursday, employees frantically stripped down a host of recent ads at all 3,000-plus outlets nationwide. By Friday morning, fresh creative work was up promoting the all-important devices just hitting the shelves: Apple’s latest iPhones.

T-Mobile was the last large U.S. operator to start carrying the iPhone, which it only began supporting in March 2013, shortly after the firm unfurled its “Uncarrier” branding. But Peter DeLuca, VP-brand marketing and advertising for T-Mobile, has high hopes for the new iPhone 6 and larger iPhone 6 Plus, calling it the “first built-from-the ground” iPhone for the operator.

“There’s going to be a lot of people going to stores on Friday,” he predicted.

Continue reading at AdAge.com