T-Mobile Goes Back to Lampooning AT&T iPhone
NEW ORLEANS (AP) - Six months after AT&T’s deal to buy T-Mobile USA collapsed, T-Mobile’s TV ads are going back on the attack against a favorite target: AT&T Inc.
Philipp Humm, the CEO of T-Mobile, showed off a new ad Tuesday featuring a hapless man on a motorcycle, cruising on a desert road as a woman on another motorcycle blows past him. The voiceover explains that the man represents an iPhone 4S on AT&T’s network, and the woman is T-Mobile’s 4G network.
The ad recalls other attack ads T-Mobile showed a year and a half ago. They likened the iPhone to a young man, carrying on his back a frumpy middle-aged man who represented AT&T’s data network. The message: AT&T’s network slows down the iPhone.
Those ads disappeared last spring when AT&T offered to buy T-Mobile for $39 billion. That deal collapsed in December after regulators opposed it on grounds that No. 2 carrier AT&T buying No. 4 T-Mobile would reduce competition.
Between the announcement of the deal and its collapse, T-Mobile was in limbo. That hurt the company’s brand, and it’s now looking at "relaunching" it, Humm told attendees at CTIA Wireless, the U.S. cellphone industry’s annual trade show, which kicked off Tuesday in New Orleans.
Ralph de la Vega, the head of AT&T’s wireless division, was on hand at the same event to give his opinion about the ads.