The truth hurts AT&T — and Verizon is all too happy to inflict the pain.
Early this month, AT&T sued Verizon over its new “There’s a Map for That” campaign, claiming the plucky ads mislead consumers about AT&T’s 3G coverage area. Instead of backing down, Verizon took AT&T’s complaint and used it as ammunition for its own legal filing in response.
Verizon opens with this slam: “AT&T did not file this lawsuit because Verizon’s ‘There’s A Map For That’ advertisements are untrue; AT&T sued because Verizon’s ads are true and the truth hurts.”
Verizon’s campaign, which started last month, compares the geographic reach of its 3G network to AT&T’s. The ads feature two maps, including a blue one for AT&T that shows big white gaps where its 3G network isn’t available.
AT&T complains the ads mislead consumers into thinking the white areas reflect parts of the country where AT&T doesn’t have cellphone coverage — not just 3G services. A judge is scheduled to hear a request today from AT&T for a court order to bar Verizon from using the maps in its ads.
The Verizon ads spoof Apple’s “There’s an App for That” commercials for its popular iPhone. The 53-page filing claims the real issue for AT&T is its failure to expand its network ahead of the rollout of Apple’s iPhone, for which AT&T is the sole wireless provider.
“AT&T may not like the message that the ads send, but this court should reject its efforts to silence the messenger,” Verizon said in its filing.
Verizon said AT&T is seeking an immediate order to yank the ads “to gain a tactical advantage during the critical holiday shopping season.”
Meanwhile, Verizon, with the help of ad agency McCann Erickson, has rolled out three more “Map” spots with a holiday theme, including a riff on “The Island of the Misfit Toys” from a classic Christmas special.
The ad shows an iPhone relegated to the land of castoff toys — not because of its snazzy features and sleek design — but because of AT&T’s spotty 3G coverage. When one of the toys is surprised to see the iPhone banished there, AT&T’s blue coverage map pops up and suddenly the toys understand.
Verizon’s irreverent ads appear to be striking a chord with consumers.
Robert Passikoff, the founder and president of Brand Keys, a consulting firm, said Verizon is moving up his brand index in terms of loyalty and engagement.
“Verizon is getting stronger in the wireless category,” he said. “AT&T is, if not worse, staid.”