In this post, we’ll deconstruct Verizon’s very first “there’s a map for that” ad, exploring what makes it so popular, powerful and persuasive.
First Mental Image (FMI):
A twenty-something college student effortlessly surfing the Internet and playing video games on his Verizon Wireless phone.
A perfect first mental image. What better spokesperson for an Internet and multimedia smartphone than a young college student? (Hey, he probably could teach this old fart a thing or two.)
The Message:
Verizon’s 3G coverage is widespread and dependable, while AT&T’s 3G coverage is spotty and unreliable.
The message speaks directly to the frustration and displeasure that many iPhone users experience with AT&T’s spotty coverage and dropped calls. And the ad never sways from this single, powerful point.
Throughout the ad, Verizon Wireless uses the catchphrase “there’s a map for that,” a tongue in cheek reference to Apple’s “there’s an app for that” ad campaign for the iPhone. By now, you’re probably aware that the iPhone only operates on AT&T’s network.
And just as we’ve witnessed with Southwest Airline’s “Bags Fly Free” campaign, Verizon successfully defines its position relative to the competition by leveraging The Law of Contrast. This leads to the ad’s most persuasive punch: Brightly colored coverage maps demostrating Verizon’s 3G network dominance over AT&T.
Last Mental Image (LMI):
Verizon has five times the 3G coverage of AT&T, giving you a compelling reason to switch networks.
The Last Mental Image loops back to the First Mental Image: Verizon’s has the most dependable 3G network available.
Stylistic Signature:
As with all great ads, the stylistic signature of Verizon’s ad is sleek and congruent.
The main character is youthful and confident.
The music is cheerful and lively.
The comparison maps are colorful and high-tech.
And make sure you catch this subtle, yet powerful message: Throughout the ad, the Verizon character moves confidently in a forward direction, generally left to right, across the screen, while the AT&T character travels in the opposite direction. During the ad’s crescendo, the Verizon character passes in front of the frustrated AT&T guy, pauses for a moment to look back and continues marching forward.
Conclusion:
The ad makes it easy for the viewer to imagine themselves as a Verizon customer. And rather than attacking the iPhone, arguably the best smartphone on the market, Verizon leverages its strength — and its competitor’s weakness — by pouncing on AT&T’s unreliable 3G network coverage. The bottom line: This ad is the perfect counter-strike to AT&T’s iPhone success.
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