Who remembers back in the day when AT&T and Verizon wouldn’t even see T-Mobile as competition? That has changed drastically, where following T-Mobile’s acquisition of Sprint, the Magenta carrier has become a force to be reckoned with. But clearly AT&T isn’t going to sit idly by and do nothing, which is why the carrier has launched a new ad that targets T-Mobile.
AT&T targets T-Mobile in new ad
In a new advertising campaign featuring Luke Wilson, AT&T targets T-Mobile by calling out the carrier. Namely, AT&T is calling out T-Mobile and its marketing practices, which it calls “misleading” and “deceiving.”
According to AT&T, “The Better Business Bureau’s advertising watchdog asked T-Mobile to correct their marketing claims 16 times over the last four years. That’s more than each of the entire consumer electronics and financial services industries.” Basically, AT&T is trying to frame itself as the more “honest” and “truthful” carrier.
Is AT&T right, though? A lot of marketing campaigns tend to embellish the truth to some degree. Plus there’s a lot of fine print consumers have to pay attention to, especially when it comes to promotions that sound too good to be true. However, it’s hard to deny the fact that T-Mobile has indeed been called out numerous times over its practices.
Following a recent watchdog review, T-Mobile was asked to drop its “savings” ads after it was found to have misleading claims. But those watchdogs aren’t alone. T-Mobile customers have also called out the carrier for “lying” about the cost of their plans.
No longer the scrappy carrier
The amount of attention T-Mobile has been getting doesn’t come as a surprise. Like we said, the carrier was initially viewed as the underdog compared to AT&T and Verizon. However, through a series of aggressive and loud marketing campaigns, like the Un-carrier campaign, T-Mobile managed to reposition itself as the anti-carrier.
The company offered extremely cheap and affordable plans and made all kinds of promises. For the most part, T-Mobile kept its word. However, over time, as T-Mobile slowly became the juggernaut that it is today, some of those promises ended up broken. This includes its Un-contract plan, where the carrier promised customers their bills would never go up.
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