TL;DR AT&T launched a new ad campaign with Luke Wilson targeting T-Mobile’s “untruths,” emphasizing trust and reliability.
The company claims it has stronger coverage and better network consistency, while also highlighting massive infrastructure investments totaling $145 billion.
Despite some valid points, the campaign may not be enough to overcome AT&T’s weaker performance in regions where T-Mobile and Verizon dominate.
While Verizon and T-Mobile seem engaged in an active and dynamic battle for our cellular souls, AT&T is a bit different. It continues to build out a stable cellular and fiber network and has even managed a few important acquisitions, but it does it in a way that’s much quieter and pretty boring on the surface. Now it seems it’s finally ready to make a little noise, as AT&T has announced a massive new campaign designed to go after T-Mobile for its so-called “Untruths”.
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The campaign begins with an ad starring Luke Wilson. The actor begins by stating, “AT&T has been carrying America’s calls since 1876. When you’ve been around that long, you can spot a hustle coming from a mile away”, and then he goes on to describe T-Mobile as the “master of breaking promises” by highlighting its deceptive ads and other similar follies.
AT&T broke down its campaign in greater detail in its blog, stating, “AT&T is striking back with a new advertising campaign featuring Luke Wilson that underscores a simple truth: trust is earned through action.” From there, the post highlights how the company has invested $145 billion in US connectivity infrastructure over the last four years and “that it covers 300,000+ more square miles than T-Mobile”.
The post also leaned on earlier Root Metrics data from this year that suggested AT&T was the stronger choice in speed consistency and reliability. Lastly, AT&T highlighted how it’s building a smarter network with faster fiber support, clearer updates when things don’t work, and its AT&T Guarantee, which promises to pay you if the network has lengthy, unexpected outages.
What do you think of ATT's newest ad campaign? 19 votes I like it and think it might at least attract some new attention. 42 % I don't mind it, but it won't help ATT turn anything around. 11 % Not a fan, as it feels desperate to me. 47 % Other (Let us know in the comments.) 0 %
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