AT&T Rethinks Ad Campaign: Positivity, Not Verizon Bashing

AT&T Rethinks Ad Campaign: Positivity, Not Verizon Bashing

At last, the war is over. We hope. For months now, AT&T and Verizon Wireless have been airing advertisements poking fun at one another, and oftentimes, being downright rude to one another. A lawsuit even popped up between the pair late last year, but that was eventually dropped. Still, the ads didn't stop, and while Verizon has been boasting about their huge 3G network, AT&T has been touting their "97% of Americans" coverage rate and the ability to talk and surf the Web at the same time.

Really, the ads weren't doing either company a lot of good. Experts say neither company really stole customers from the other during the ad run, and now it looks like AT&T is finally taking things in a different direction. A positive direction. The new campaign, called "Rethink Possible" diverts from the bitter tone taken in the prior ads and shows a lot of warm colors, positive thoughts and uplifting points.



The ads still point out AT&T's ability to let users surf and talk simultaneously, but bashing Verizon is gone. The company is also taking this opportunity to highlight their other offerings: U-verse (TV and Internet) and home phone. AT&T really is a telecom company, not just a wireless carrier, and it's about time they started marketing all of their services together. Have a look at the ad below and see how refreshing it is. We're really glad for the change, and we hope both companies save some of this ad money and invest in their networks, instead.


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AT&T were slow to realize how much their image gets tarnished by bashing others. For example, let's look at the Mac vs. PC commercials. Although it may be humorous at times, the commercial did bring some negativity to Apple's image. Microsoft countered the commercial with the laptop purchasing experiment which led to Apple begging Microsoft to remove the commercial.

Don't call it Karma. It's just common sense. Don't poke fun at other corporation's flaws unless you are willing to get burned by your own flaws.

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That is exactly right Kyouya, much like I was taught, and which I try to teach my girls, Treat others how you wish to be treated. I have lived my life with that mantra. I think a lot of people, companies, and groups would be wise to adopt it as well. This is because all that comes from it is positive energy.

I would say it is Karma in a sense though because what you dish out you generally get in return multi-fold. Maybe not Karma by definition, but as you say common sense. I think it is much like society in general though.

Take the Tiger Woods issues, or Jesse James, or Chad Ochosinco, or Jessica Simpson or any other public figure. Cast no stone unless you have never done the same or like actions. The images are held up as examples by the media for one reason. That is so it can be destroyed when the opportunity presents itself, and gain more publicity in the end.

So Spread positivity and it will also come back in return as well as making the world around you or your group more positive as well.

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I've seen commercials like those, whether it's Apple vs. Microsoft. Verizon vs. AT&T, McDonalds vs. Burger King. They're mostly the same, still I like to eat at both McDonalds and Burger Kind because their good places, though I do think Burger King has the better deal.

Anyway it's nice to see a change towards positivity, there has been too much war going on with these commercials. I don't particularly care but when you've seen a commercial praising Verizon over AT&T and vice versa, you start to think that this war is never going to end.

I don't have much to say since mostly other users said what I would of said. But it's nice that AT&T is giving their other services a nod. I have rarely seen or heard about AT&T's High-Speed Internet or U-Verse TV on both the internet and TV but this new ad campaign should make people see that. Glad to see that AT&T is focusing on their roots of being a telecom company instead of a wireless company. I would of thought that AT&T was just another mobile carrier instead of a telecom company the way they've been advertising for the past few weeks.

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Taylor, Burger Kings is better the McDonalds :P their food is way better to me :D

That was a strange and boring AD. I didn't really get what it was hinting at :D. Its nice for them to stop those ADs because sometimes these competitions go too far :D.

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About time. ATT need to catch their network up. That is what they should be doing.

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Well I'm glad that AT&T stopped fighting Verizon via commercials, but I'd have to agree with Inspector - the new commercial didn't really appeal to me.  Then again, I don't know what they could brag about with their poor 3G coverage (oh snap)

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Those AT&T commercials really were distasteful and were really inaccurate at the same time. Every person I knew that watched these commercials all new that Verizon had better coverage in both larger and smaller populated areas. AT&T seemed to only cover major cities. Of course, we really don't have a choice but to use Verizon because we live in South Carolina and everybody knows that this place isn't developed, hell our capital city doesn't even have a credible skyline. 

Anyway I had always hated those AT&T commercials, not necessarily because of their content, but because of Luke Wilson. Gah he just aggravated me with his sarcastic asshat tone. 

I can see their angle though on these new line of commercials. Soft, smooth beats and rhythms, coupled with a calm and clear voice, and the implementation of color and bubbly pictures and text. Add all that together with a bunch of jargon that doesn't make sense towards the goal of the commercial and you have a recreation of an Apple commercial. That's right. 

It also looks like the guys at AT&T got some inspiration from the General Electric commercials as well. 

I remember the lawsuit that happened a while back, but even after it was over the commercials were still being aired because both companies had already payed for their airtime. It's like a package deal. 

" AT&T really is a telecom company, not just a wireless carrier, and it's about time they started marketing all of their services together.

I completely agree. It's been a couple of years since I've seen a different advertisement other than their mobile carrier commercials.

Anyway I'm glad that are finally deciding to move into a new direction.

 

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Just saw the commercial. Sure, it is refreshing with the nice colors, nice little tune in the background, and all the positive quotes/comments throughout the commercial. But after watching it, I wasn't sure what to really think. Maybe I don't know AT&T products well enough to make the connection. Or maybe there was no connection at all. If there wasn't the AT&T logo at the beginning and end, I would have thought this was a commercial about going green. Like maybe a car company releasing a new environmental friendly car.

 

EDIT

After watching it one more time after posting the above comment, I do notice that in the beginning, there are icons (probably about their products) flashing around the AT&T logo. Way too fast for me to really notice and have those icons stay in my mind.

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Clicked on the video to open it up on YouTube and then went to their channel. The other stuff in their "Rethink Possible" marketing campaign is a little better in my opinion. They aren't as ambiguous and some of them put AT&T's products and services as more of a focal point. I think the "Entertainment Stoppers" in the "Rethink Possible" marketing campaign is a good example of that.

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Smart move to me, also shows some class. as these commercials were like Apple attacking Microsoft I am a PC user always have been always will be nothing will change that "it is what it is" nothing against Macs they are just not for me, even through the whole Vista quagmire I never would switch, so these commercials are useless to me, more annoying than anything. Again show some class and let your product speak for its self, all the bashing shows a sign of weak desperation IMO!!!!!! Knock it off!!!!!!!!

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This is what you get when a corporation can not stand on its own merits!

They end up attacking the competition in order to make themselves look good. Then when everyone realizes how petty and wrong they are, they try and make it look like...Oh, it wasn't me :P

I agree with Rapid1....He must have seen the south park episode the other week :) Companies like people, thrive off the attention. Then expect (Know) that there is forgiveness in people. Then turn right around and use that to their advantage as well!

That is why, Through all of that silliness!

HP's Slate will topple Apple...

And Sprint is going to be the one who comes out shinning in the end!

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