Verizon’s recent ad campaign takes shot at the Apple iPhone and AT&T. Apple’s “Their’s an app for that” versus Verizon’s “Their’s a map for that” which specifically touts superior coverage of it’s network. Aside from the not-so-subtle play on words, even the punchy background music sounds as though it should say iPhone.
The problem with the advertising campaign is the branding and messaging. Verizon appears to break some crucial branding and advertising rules. It will be interesting to see how it plays out for them. By mimicking or responding to the advertisement it gives validity to AT&T and Apple. They also dilute the message of all three of the brands and confuse the viewer. Diluting the Apple brand and making it a commodity could be Verizon’s intention. With Apple’s strong brand presence and has no doubt they have lost a number of customers due to the AT&T’s exclusivity with the Apple iPhone.
Past advertising campaigns that use brand confusion that plays off of someone else’s advertising campaign appears to harm the attacking company long term rather than help.
I am curious to see how this plays out for Verizon as I find the ads themselves intriguing and well done. Below are the two ads.
Verizon map for that
Apple App for that
