AT&T Ends Marketing Spat With Verizon; No More Luke Wilson Ads

Luke Wilson AT&T (headless) ad

AT&T (NYSE: T) is walking away from an advertising battle with Verizon Wireless that ignited last year when Verizon created the clever tagline, “There’s a Map for That,” and poked fun at AT&T’s 3G coverage.

AT&T responded by launching a series of commercials featuring Luke Wilson that defended its network coverage and criticized Verizon’s network for not being able to simultaneously make phone calls and surf the internet at the same time.

Verizon’s commercials were largely deemed a success, while AT&T’s response seemed a bit rushed. Now, AT&T is refining its commercials with a new campaign called “Rethink Possible,” which avoids tearing down its top competitor, reports AP. The new campaign debuted last weekend during the Masters golf tournament.

AT&T’s new campaign features five ads that are describes as “whimsical fantasy” with childlike drawings prancing through a city. The voiceovers tell people to “Explore, try, do.”

Verizon Wireless says it has no plans to change the way it is advertising to consumers, which begs the question: is it winning the battle? AT&T definitely didn’t win the lawsuit against Verizon Wireless, which claimed that it was falsely depicting its network coverage. Rather, the two companies agreed to drop the cases late last year.

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