AT&T Challenges Verizon

We've all seen cell phone commercials. There's a multitude of them and it seems that each company has it's own gimmick, theme, or celebrity. Recently I have noticed a couple TV ads that stand out. They're from AT&T and feature actor, Luke Wilson.

I noticed the ads because they are fighting back Verizon's recent claims. Verizon puts great deal of emphasis on their "4G" coverage, and how they out-do AT&T. I noticed (before the new AT&T commercials came out) that when Verizon shows a comparison between the map of their coverage and that of their competitors, they only show 4G. They never compare the total coverage area. In other words, it seems to me that Verizon may have a greater number of super awesome spots, but they have a lot more spots that have mediocre or poor coverage than they're competitors. AT&T has taken to pointing this fact out to the rest of the world.

There are several commercials in the series, but my favorite is the "Postcard" one, which shows Luke Wilson tossing postcards that represent all of the places that AT&T has coverage. I like the ad because the commercial specifically addresses Verizon's claims, it's not an overly complicated concept, it gets its point across visually and it does something clever that I've never seen any other commercial do.

It has a part one and a part two. When you see the commercial, after 30 seconds, it moves on to the next product's advertisement. Then, before you've returned to the program you tuned in to watch, you see Luke Wilson again for a few seconds, continuing to toss out postcards. Brilliant! It reminds the customer about the product without bombarding them. It's pleasantly unexpected and not annoying. It turns 60 seconds of advertising $ into a couple minutes because during those other commercials in between you assume Luke has been tossing postcards the whole time. I think the whole thing was not only clever, but results-oriented. (Too many commercials are neither, but that's another soap box.)

I thought the commercial was great, as well as the other one's in AT&T's recent line up.
What do you think? See for yourself.

Flo vs. the Gecko

I can't possibly be the only one who makes note of which commercials grate on my nerves when they appear on my tube. Everyone probably notices the annoying aspects of TV ads such as loud celebrity spokesmen, irritating jingles, or even just the amateur nature of local ads. I hope I'm not the only one, however, who takes notice of good commercials, or at least favorite ones (determining "goodness" is subjective).

Everyone remembers Mastercard's "priceless" commercials. I consider them to be among the classiest commercials: simple, classic, adaptable, and most importantly, memorable. I would imagine that few people have a bone to pick about those ad campaigns. Based on my own informal research, (discussions with family and friends) I have found that there seems to be some polarization over recent commercials created by the big insurance companies.

The insurance industry seems to be more drawn to creating series of commercials with well defined characters and themes. A few come to mind. Metlife has adopted Charles Schultz's Snoopy. Allstate has a trustworthy-looking African American actor giving their pitch. Insurance giants, Geico and Progressive have the cavemen and the gecko, and Flo. The first two of these companies may have a good product, but don't seem to attract loyalty for their ad campaigns. In contrast, Geico and Progressive have created followings for their characters. My informal research shows that those who are fans of the Geico commercials dislike the Progressive ones and vice versa. Personally, I'm in the Progressive camp.


Maybe I'll discuss each of the campaigns in more detail later. I wish I had access to metrics detailing the success of each campaign, or just to be a fly on the wall in a marketing meeting at one of the companies. For now, I just wanted to make note of the interesting trend. Maybe I'm in the correct market segment to be a Progressive fan and Geico people have different characteristics. I'm not alone, however, in being a fan of Flo. There's even a facebook group for her following, not that there isn't a facebook group for anything and everything these days.

What commercial characters do you find yourself becoming attached to, or even just simply not finding yourself annoyed by their interruption of your favorite program? I think it's worth the time to appreciate good marketing, even if it's just to keep from being frustrated by the clutter ads can create.

Progressive Commercial featuring Flo