• by Aaron Baar , November 5, 2010

Everyone is getting on the 4G bandwagon, promising faster speeds, better downloads and more efficient data processing. In a new marketing campaign touting its own 4G capabilities, T-Mobile points out that some of the most popular devices (particularly the iPhone) are not reaching their full potential because of the weakness of competitors' networks.

"What we're getting across in these new ads is the total experience we're bringing to market with the new myTouch 4G," writes a T-Mobile representative in response to e-mailed questions from Marketing Daily. "It's a combination of a faster network and a compelling device that brings to life [a] capacity that other popular smartphones can't match."

A new television spot, which began airing this month, openly imitates Apple's iconic "Mac vs. PC" ads. In the commercial, an attractive woman introduces herself as a T-Mobile myTouch 4G smartphone, while a man (who is carrying another man on his back), introduces himself as an iPhone 4. "Who's your friend?" the woman asks.

When the man responds that it's the AT&T 3G network, she says: "That will slow you down." She goes on to explain that her phone allows her to video chat from almost anywhere (using a cellular network), while the piggybacking man explains that an iPhone can use "Face Time" video from anywhere that has WiFi. "You suddenly feel heavier," the burdened man responds.

The advertising creative is iconic, arresting and memorable for viewers," the representative writes. "It emphasizes that myTouch 4G through T-Mobile's network provides video-calling practically anywhere while other video-calling solutions on the market only work through Wi-Fi."

The television spots will be running on national cable and broadcast networks such as ABC, CBS, Fox, NBC and TNT. Digital ads touting "America's Largest 4G Network" will be running on Web sites such as AOL, MSN, Amazon.com and YouTube.

T-Mobile's 4G coverage area comprises 75 metropolitan areas, and the company is also touting not only the myTouch smartphone, but also Dell's Inspiron Mini 10 4G netbook, and will emphasize that customers do not pay a premium for T-Mobile's 4G network.

"We're making it easier than ever for customers to trade up to a richer mobile data experience with flexible rate plans they can understand and afford," the representative wrote. "In contrast to our competitors, we're not charging customers more for 4G performance."