Apple to join the Television ad battle on AT&T's behalf with two spots tonight

Apple to join the Television ad battle on AT&T's behalf with two spots tonight
Remember in Happy Days when Richie would get into trouble? The big bad guys would be about to punch the living daylights out of him and from around the corner came...The Fonz. The mere presence of Fonzie would be enough to chase the bully away and Richie and Fonz would leave arm in arm. Consider the bully to be Verizon, Richie is AT&T and The Fonz is Apple. The iPhone manufacturer is stepping into the AT&T-Verizon battle tonight with two spots designed to articulate to the public what AT&T's ads couldn't.

The spots are designed to show how a GSM network will allow for simultaneous voice and data usage by showing examples of things that the iPhone can do on AT&T's network that can't be done on Verizon's CDMA pipelines. No mention of Big Red was made by name; instead, the ad wants to know if "your network and your phone" can stay on a call while at the same time, browsing the web to get information.

There is no doubt that the spots have been created in response to the recent Verizon attacks on AT&T's 3G coverage and in one spot, calling the iPhone a "Misfit toy" because of the latter's smaller 3G coverage area. Even though it is clear that the Apple ads are directed at Verizon and its newest flagship Motorola DROID smartphone, will the new commercials be seen as an attempt to glorify the AT&T network, or will it be seen as just another iPhone commercial that shows off another feature of Apple's touchscreen marvel? The ads will run tonight on several highly viewed shows like Fox's "House M.D.", ABC's "Dancing with the Stars" and CBS' "How I met your Mother".

source: BusinessWeek via BGR

Apple iPhone Ad - Did You See My Email? from Arik Hesseldahl on Vimeo.

Apple iPhone Ad - What Time's The Movie? from Arik Hesseldahl on Vimeo.

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70 Comments

1. idiotwind13

Posts: 80; Member since: Dec 29, 2008

The better question is "Can your network and your phone stay on a call, period?"

19. E.N.

Posts: 2610; Member since: Jan 25, 2009

haha . . . . no. That's pretty old now.

2. vzw fanman

Posts: 1977; Member since: Dec 11, 2008

while it does get the point across, the commercial still lacks the creativity and humor of the verizon commercials. I personally have never had a need to look up info while on a call. Also, more and more locations have free wifi, so if i'm in a wifi area, i could just do it then.

22. E.N.

Posts: 2610; Member since: Jan 25, 2009

I agree, Verizon's commercial were more humorous. But they came out with three different commericials at the same time, so I'm guessing that they've been planning their little attack for a while. And you also have to realize that Apple is mostly advertising their phone, which I think it does really well, while Verizon's main goal was to bash AT&T and Apple, even though Verizon at one point stated that not having the iphone has had no affect on them (Then what was the point of putting the iphone in every single commerical. What a lie). Minus the part at the end about "can your network and your phone do that," I think these are Apple's best commerical yet. They really pack a lot of stuff in 30 seconds.

26. E.N.

Posts: 2610; Member since: Jan 25, 2009

I don't multitask while on the phone often, but I do it once in a while. Like if I'm put on hold, I'll just plug in my earphones and play a game or browse the internet. And I called a friend (who has an iphone) and asked if he received the pdf file that he asked me to send him and he checked while on we were on the phone. Or I may be talking to an annoying friend, and I'll be doing whatever on my phone. It's not something you use everyday, but it is pretty useful.

33. YouLostTheGame

Posts: 441; Member since: Dec 11, 2008

You just don't seem to get the fact that the iPhone is ATTs flagship device, and in general, a very iconic/noticeable device. By using the iPhone in their commercials, it was just another way of identifying ATT on the targeted end of VZWs advertising points. And no, it's not a lie, quarter after quarter, (with the exception of this last one) VZW has STILL gained more ads while ATTs had the iPhone. And even then, it wasn't by much. I would think that if everyone was so drastically chopping at the bit to snatch an iPhone, ATT would consistently be outselling VZW...but they're not. That's just how pathetic ATT really is.

42. E.N.

Posts: 2610; Member since: Jan 25, 2009

If you think that Verizon doesn't care at all about the iPhone, then you're not thinking at all. Do you think it was just a coincidence that these commercials started appearing during the holiday season when people might buy the 3GS like crazy? Why didn't they come up with those commercial months ago? Why not when the 3GS launched? The iPhone was AT&T's flagship phone back then too wasn't it? If not to stop iPhone holiday sales, then what would be the motivation of Verizon releasig THREE iPhone/AT&T commercials? And the misfit commercial was for the iPhone alone and not to AT&T. They were using AT&T's map to basically say "Dont buy the iPhone" and not "Dont sign with AT&T." the blackberry bold is a popular exclusive for AT&T also but you don't see them calling the bold a misfit phone. They didn't even mention AT&T until the ending of the commercial. Just because they are still adding customers doesn't mean that the iPhone has had no affect on them. Verizon probably knows that they will sell more Droids or something just because of these commericials and that AT&T will most likely sell less iPhones during this holiday season.

54. YouLostTheGame

Posts: 441; Member since: Dec 11, 2008

Yes, I DO think VZW cares about the iPhone. I never stated I didn't. I just stated that I don't think that by not having the iPhone, it has hurt VZW. No, I don't think the timing of these commercials is a coincidence. That's what advertising is...an audio/visual way to distract customers away from the competition; and we all know the holiday season is the BIGGEST shopping time of year. And we obviously have differing viewpoints on the "misfit toy" ad. And the Bold IS popular device with ATT, but not NEARLY what the iPhone is. The Bold may hold some special place with biz users/phone geeks, but certainly not what the iPhone is to the VAST majority of avg. phone users. You don't see lines piled up in front of ATT at the release of a new Bold do you? Plus, the Bold essentially does exactly what the iPhone does. In my opinion, right now, the iPhone IS ATT, and what better way to take a strike at ATT, then by showcasing the very iconic device that is the ATT network, front and center in a battle of networks. Cuz at the end of the day, your phone is really only as good as the network. That's exactly the point of that commercial.

58. theman414

Posts: 132; Member since: Jun 08, 2009

That's because you never had the opportunity. I never thought I had a need either until the opportunity presented itself. Now I constantly find myself looking something up while talking on the phone at the same time.

59. E.N.

Posts: 2610; Member since: Jan 25, 2009

What you said about the bold makes sense, but some other things you've said just somehow don't. If the iPhone didn't hurt Verizon at all, then there's still no clear reason for Verizon making up all those commercials. And if Apple is not hurting them one bit then why waste all that money on advertising? I mean there is a lot of effort Verizon is putting out against a carrier that is below them and for a phone that is not hurting them at all. They might as well advertise against the Jitterbug because that phone really hasn't hurt them either. I didn't see as much effort when Verizon was the #2 carrier, fighting to be at the top. That's why I don't think AT&T is really the main focus. I mean Verizon always covered more areas by 3G. So the big question for me is why now? And the only thing I can come up with is the iPhone.

65. lolipopjones

Posts: 51; Member since: Jun 21, 2009

Because of the iPhone, Verizon's 3rd quarter results were terrible compared to At&t's... 3rd quarter VzW added 1.2mil while At&t added 2 million.... Yes, Verizon is seriously butt hurt over that phone... Thats why they will fire their own employees for having that phone...

70. CRICKETownz

Posts: 980; Member since: Oct 24, 2009

First of all, when you think AT&T you think iPhone. Its "oh, don't they have the iPhone"...and those other 30 irrelevent phones. I personally like the Blackberry Bold (first gen). I think that is the nicest non-touchscreen Blackberry device out there (and possibly the nicest Blackberry in general) but to the point of the earlier post...no other phone is a factor. Even AT&T business customers seem to flock to the iPhone. GSM seems to def. be a more advantageous, open platform technology but that fact that the only benefit of GSM over CDMA is that you can browse the web while on your phone is a bit ridiculous. That's it? That's what makes AT&T's technology better than Verizon's? That's like Hundayi's claim that there Genesis model goes from 0 - 60 faster than the BMW which may very be true but so what? If someone gave me a choice of getting a free BMW or a free Hundayi Genesis...dude c'mon which would you pick? Hopefully not the Genesis b/c it goes from 0 to 60 faster. It's the same concept as AT&T trying to use this little minute feature as a comeback. Who cares if you can browse the web while on your phone...that's one of those things that make you say "ok...now you doin too much". Maybe Verizon didn't push hard as #2 b/c they were smarter with their revenue and invested in their infrastructure which apparently pushed them to the #1 spot and now they can play more with their money hence...more advertising. That never occurred to you huh... Point is, nobody ever associates iT&T with any other phone than the iPhone. iT&T thought it was worth it to bend over and allow themselves to be raped by Apple...which I guess it wouldn't be rape b/c iT&T consented..but anyway in a way the iPhone has kept them afloat but I think the reign is coming to an end. So shortly, we may see iT&T offering the unlimited everything plans for $12.99 to stay afloat.

3. LGVX1993

Posts: 260; Member since: Jan 27, 2009

Ive never really had a need to use data while talking on the phone. But some people might.

12. artz1986

Posts: 453; Member since: Mar 11, 2009

I don't how it works but if you're browsing the web and you get a call, when you get off that call, are you able to pick up back where you left off, or do you have to open up your browser again and reload the page? This happens to me a bunch, I'll be browsing Juxtapoz or something, and then I'll get a call, when I get off the call, I pick up where I left off..

28. E.N.

Posts: 2610; Member since: Jan 25, 2009

No, it allows you to pick up where you left off while you're still on the call.

4. Arielnyc2006 unregistered

Those two new ads are misleading, phone calls NEVER sound that clear with an iphone, I have a few friends with the iphone 3GS and they sound way more garbled than portrayed in the commercials.

5. kingof7676

Posts: 3; Member since: Nov 23, 2009

I have an iPhone and I live in Spokane wa and I get better 3g than my brothers droid and that's a fact and I never drop calls and I have wanted to look up info like an address while on the phone something you can't do

7. vzw fanman

Posts: 1977; Member since: Dec 11, 2008

what do you mean you get "better" 3g?

11. Arielnyc2006 unregistered

I am not sure what you meant with your response, what I was saying is that i-phones never sound that clear from my experience.

31. E.N.

Posts: 2610; Member since: Jan 25, 2009

I'm glad you said from your experience.

53. macron2000

Posts: 81; Member since: Sep 07, 2009

I live in Tampa and have VZW and ATT service. I get better 3G on my TP2 than I do on my Storm (talk about a misfit). As far as voice and data, if you are on a call and someone sends you a picture message, you cant get the message until you end the call with VZW. With ATT, you can recieve the message, open it, view it, an still carry on your conversation. And on my Nokia E71 (unlocked version) downloaded thrid party app that allows me to do video calling with the front facing camera. VZW CANNOT do that. I use it when talking to my kids when I am traveling. Nothing takes the place of that other than being there. VZW fans, you have never experienced anything like that because the CDMA network doesn't allow you to. Please don't bring up LTE becasue that's not what we are talking about here.

66. lolipopjones

Posts: 51; Member since: Jun 21, 2009

From my experience the iPhone is clear... HOWEVER, something these review sights do not tell you... If you take a phone call from someone thats not on GSM the call quality suffers.

6. hkphooey

Posts: 35; Member since: Oct 18, 2009

LOL Apple is no Fonzie.....wasn't Fonzie supposed to be a rebel? iPhone is the ultimate SHEEP phone..bunch of conformists following the cult of Apple. As for the commercials...FAIL.... "There's a Map for that" still shows the weakness of AT&T AND iPhone. So you can "theoretically" talk and surf the web at the same time, you can only do so in the limited 3G areas (try surfing on edge) Think Different say no to iPhone......

15. baldilocks

Posts: 1453; Member since: Dec 14, 2008

My guess is that you have never eve used an iPhone. Pretty typical from the "anti-iPhone" crowd. It's just a phone. Grow up, do your homework, go outside and play instead of wasting our time here online.

18. artz1986

Posts: 453; Member since: Mar 11, 2009

It shows the weakness, yes, but is it effective, because I'm still seeing kids picking up the iPhone. BTW...because the iPhone attracts a bunch of sheep doesn't make it a representitive for conformity. How many kids decided to become a fan of punk cheers to the Remones...and Remones where nowhere near conformists. The iPhone, the phone that still didn't do mms when every other phone did, the phone that didn't do video when every other phone did, and was still banging out bucks for Apple..that's conformity?

50. hkphooey

Posts: 35; Member since: Oct 18, 2009

Hey baldilocks, I'm not anti-iPhone, I'm anti faggit like yourself. For your info, I'm typing this from my macbook pro (yeah you iPhone fags can't afford a real computer) and I bought the 1st gen $600 iPhone (and still have it) So maybe you should shut your mouth and go home beofre I beat you over the head with your plastic POS 3G iPhone LOL

51. hkphooey

Posts: 35; Member since: Oct 18, 2009

Yes, it's conformity....it's conformist because everyone (kids) are trying to be cool with the latest new thing...you know...a trend...trendy....CONFORMIST. Look up the word before you reply.... it is no different than pop rocks, hula hoops, beanie babies

8. KingOfPhones

Posts: 41; Member since: May 04, 2008

that was okay until the end when it got snotty. and this is showcasing just the one phone not how good the network is. Verizon's ads show how much better their network is. Their ads are even a little funny with the christmas commercials. AT&T's only comeback is: iPhone

20. artz1986

Posts: 453; Member since: Mar 11, 2009

Well, technically, that's Apple's commercial, but you know...

24. E.N.

Posts: 2610; Member since: Jan 25, 2009

Apple is not AT&T. Apple is looking out for themselves. AT&T reports on their network, and Apple reports on their phone. Its not Apple's duty to give a map of AT&T's network. Apple probably wouldn't have even have had a commerical if Verizon didn't call the iphone a misfit toy.

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