- AT&T has launched a new advertising campaign featuring actor Luke Wilson, directly targeting competitor T-Mobile for what it calls “untruths” and misleading marketing.
- The campaign highlights that the Better Business Bureau’s advertising watchdog has asked T-Mobile to correct its marketing claims 16 times in the last four years.
- AT&T is promoting its own network superiority, citing a $145 billion investment, more extensive coverage, and its exclusive “AT&T Guarantee” for both wireless and fiber services.
- The company claims its network covers over 300,000 more square miles than T-Mobile’s, an area larger than California, New York, and Florida combined.
AT&T Takes Aim at T-Mobile in New Ad Campaign
In a bold and direct challenge to its competitor, AT&T has launched a new campaign aimed at dismantling what it describes as years of “empty promises and untruths” from T-Mobile. Featuring actor Luke Wilson, the ads take an aggressive stance, seeking to set the record straight on network performance and corporate accountability.
The campaign, titled “This Ain’t Our First Rodeo,” leverages Wilson’s trustworthy persona to highlight a simple message: trust is earned through action, not slogans. AT&T is directly calling out T-Mobile for its marketing practices, substantiating its claims by pointing to the Better Business Bureau.
Confronting a History of Misleading Claims
At the heart of AT&T’s offensive is the charge that T-Mobile has repeatedly misled consumers. The company points out that the Better Business Bureau’s advertising watchdog has requested T-Mobile to correct its marketing claims 16 times over the last four years—a number AT&T notes is more than the entire consumer electronics and financial services industries combined.
“AT&T’s network speaks for itself: more coverage, proven reliability, the industry’s only Guarantee our customers can count on,” said Kellyn Smith Kenny, chief marketing & growth officer at AT&T. “We don’t make promises we can’t keep – we deliver the connectivity people rely on and we stand behind it. Period.”
Backing Claims with Billions in Investment
AT&T is backing its tough talk with hard numbers. The company revealed a staggering $145 billion investment in its U.S. connectivity infrastructure from 2020 through 2024. This investment has reportedly resulted in a network that covers over 300,000 more square miles than T-Mobile’s.
“We’re not just building a network – we’re building trust,” stated Jeff McElfresh, chief operating officer at AT&T. “Coverage. Reliability. Accountability. These aren’t extras – they’re the essentials of modern life, and we’re making them non-negotiable.”
Recent industry reports appear to support some of AT&T’s claims. The company cited accolades from Root Metrics for having the fewest dropped calls compared to T-Mobile, which had the most. It also noted recognition from Ookla for Best Call Performance.
The AT&T Guarantee
A central pillar of the new campaign is “The AT&T Guarantee,” which the company touts as the first and only one of its kind to cover both wireless and fiber networks. This initiative includes proactive, automatic one-day bill credits for qualifying outages, same- or next-day fiber repair appointments, and a commitment to transparent communication.
A New Standard for Accountability
As this new chapter in the carrier wars unfolds, AT&T is betting that consumers are tired of marketing “swirl” and are ready for a provider that guarantees its service. By combining a celebrity endorsement with a direct attack on its rival’s credibility, AT&T is making it clear that it’s committed to fighting for customers who value reliability and honesty above all else.