Typically when we see attack ads in November they are targeted at politicians. Not this year. We are kicking off the 2009 holiday season with a slew of early and hard-hitting ads from major retailers across the country. Currently the most notorious are the attack ads from Verizon. Lawsuit from AT&T or not, Verizon is going for the jugular by reaching out to the still growing iPhone market with their own products and, more importantly, touting their 3G coverage. As you can see from the three ads below, there is no “slight reference” to the competition, like “nice” ads will often do. Verizon is calling it like they see it and calling AT&T to the mat.
I do have to give Verizon credit for hitting the 30-40-year-olds with the first ad. Almost everyone who grew up in the ‘70s (or earlier) is familiar with the Island of Misfit Toys from the classic “Rudolph the Red-Nosed Reindeer” TV special. But I especially like how Verizon touches on several emotions through the series of ads. As marketers, we know how important it is to use emotions to help drive sales.
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