I've long considered AT&T's brand positioning a seriously risky, vulnerable one.
The disproportionate amount of weight it chooses to let ride on the iPhone, which we all know will soon be available on Verizon's network is, well, a bit alarming. Some might say downright ignorant.
'App for that' says nothing about the network, thus nothing about the AT&T brand. It says plenty about the iPhone and leads the viewer to draw the obvious conculsion that the iPhone is an incredible machine + only available if you sign up with AT&T, therefore signing up with AT&T is the best choice.
From a strategy / equity building perspective, this is a big fat yawn.
Verizon's 'Map for that' was a great campaign, firing on all strategic cylinders, because it went head to head with AT&T on turf it had done very little to defend - its network. duh.
AT&T's new spots get back to the basics. And by 'back to the basics', I mean, they finally got a strategy. A brief. And a creative team that followed said brief. Congrats on all of the above.
Beyond the basics, the new spots are just plain funny. Good casting. Great delivery. Universally relatable. And, in some small measure, almost fun to watch.
Check out 'Taco Party' if you haven't already:
The morale of the story here is this: Better late to the taco party than never. And for AT&T, better late to the wireless party with an RTB than hanging your hat on a piece of technology that's about to snap its loyalty right back.
ON STRATEGY.
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