Way back in 2011, everything was coming up roses for AT&T and the object of its affection, T-Mobile. The two companies were trying to merge, and the air was filled with sweetness and light. Love songs wafted over the radio and — you get the point. It didn’t work out, and the two parted ways. Cut to this year, when T-Mobile CEO John Legere included a dig at AT&T at the Consumer Electronics Show saying its network was crap. Oof.
AT&T fought back with an attack ad in late February calling out T-Mobile’s network, running it at a full page in several large newspapers. Back then, a spokesman addressed the spat thusly:
“T-Mobile’s advertising is a combination of misguided and just plain wrong,” adding that the ads are “just a friendly reminder of the fact that independent third-party testing says AT&T’s network delivers faster speeds and fewer dropped calls than them.”
T-Mobile took some time to collect its wits, and is reportedly prepping a few comebacks to its former lover’s spiked words, according to TMoNews.com. There’s the snappy quip above, as well as “Can you see the beads of sweat in this ad?” and “What keeps AT&T Up at night? Apparently us.”
Below the main text of the ad it reads: “If you have seen AT&T’s recent advertising campaign, someone is obviously worried. What’s most surprising is the disparaging tone of these ads given AT&T’s failed attempt to buy us in 2011. Well don’t take their word for it about our network quality. See the facts for yourself at t-mobile.com/coverage”
Each ad pokes fun at AT&T for attacking a company it professed to love in the past. As with any relationship, the sweet can surely turn to sour, and quick.
TMoNews says the ads are proof prints that have been sent to T-Mobile for final approval, and could show up in papers quite soon. So keep your eyes out for the next level in the war between the exes.