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T-Mobile campaign pokes fun at Apple, AT&T and Verizon

February 20, 2011

Mac vs PC

A couple of years ago Apple launched an aggressive advertising campaign drawing significant distinctions between Macs and PCs, which operate on MS Windows.  Apple knew they had made significant inroads with consumers thanks to products like iPods and iPhones and the commercials tapped into common frustrations people had with MS Windows operating platform.  Poking fun at problems like dealing with PC viruses struck a nerve and helped breathe new life into the Mac computer line. 

Recently, Apple (although not directly targeted) has in part bore the brunt of a similar advertising campaign, which makes their product – iPhone – seem more like a pariah. The commercial not so subtly pokes fun at frustrations associated with the iPhone (or to be more specific issues and restrictions put in place by the only two carriers that can sell the phone in the United States).

Adopting a young and pretty spokesperson who personifies T-mobile, she demurely pokes fun at the iPhone and its corresponding expensive plan provided by AT&T and Verizon.  Drawing distinctions like T-Mobile’s nationwide 4G plan, echoes back to zingers Apple levelled at PC makers in their commercials just a couple of years ago.  I won’t credit T-Mobile’s latest advertising campaign with the same level of success Apple enjoyed for several reasons – not the least of which its just hard to get excited about a wireless provider, but it is an ingenious campaign that does tap into consumer frustrations and stereotypes of the iPhone and the carriers that support them.

I have included a video from the T-mobile campaign which is currently airing and below that is one of the advertisements Apple launched.  It will be curious to see if the formula which was so effective for Apple will translate into meaningful gains by T-mobile. 

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