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“There’s a (marketing trick) for that”

Posted on 07. Jan, 2010 by Brett in Wrk

Advertisers and marketers have always used subtle, psychological gimmicks to persuade to buy their products. Back when Miley Cyrus’s mega-hit, Party in the USA, was number one, I wrote about how that song is one big crockpot of teen marketing madness. Well now the fine folks at AT&T have given us a little fodder here as well. I noticed it last week in their anti-Verizon ad campaign featuring actor Luke Wilson…yes the same Luke Wilson from Old School. The purpose is to strike back at Verizon’s claim of a better, stronger network. Look at the picture below which is a snapshot from one of the commercials (If you can’t see that pic, click HERE).

On the left, you have the AT&T side, showing how their network’s superior downloading speed. The right side is the Verizon side and the download is creeping at a much slower pace.

Now notice the background.

First, the AT&T “side” fills about 2/3 of the left side of the screen. The Verizon side is decidedly smaller.

Also, the walls on the AT&T side are set much further back and provide for much more depth. On the Verizon side, the walls come up a lot closer, almost into the foreground.

By taking up 2/3 of the screen AT&T is subtly communicating that they are BIGGER. By setting the walls back on their side, they are communicating that they are DEEPER.

And isn’t that the whole point of this gazillion-dollar ad campaign? To convince us that AT&T’s network is BIGGER, DEEPER, MORE EXPANSIVE, and just all around better. Verizon ads show the bigness of their network with all those people following around that annoying guy with the thick-rimmed glasses. After all, more is better right? We’re Americans! Of course! This is AT&T’s counter, just a little more veiled.

Back in college when I was studying English, they taught us that every detail in a story is put there on purpose. The author doesn’t just add superfluous details. There IS a reason. Same principle at play in this commercial. But as a lifelong Verizon fan, I ain’t buyin’ it. Go build more cell towers AT&T and stop it with your shady ads. :)