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Okay. So we’ve been assaulted by AT&T’s “Verizon Sucks” ads for a few weeks now:

Obviously, AT&T had to do something. Verizon’s “Maps” campaign (cue Yeah Yeah Yeahs) was the marketing equivalent of a bitch slapping. But what AT&T didn’t have to do was get an out-of-shape B+List actor to slap back.

Don’t get me wrong. I like Luke Wilson. I like his movies. In fact, I think I’d like to grab a beer with him and shoot the shit. But I’m not sure he’s the best choice to be a spokesperson. At this time. For this brand.

I’ll say what everyone else is thinking:

Luke Wilson AT&T

Seriously Luke, WTF?

He’s… doughy!

More seriously BBDO, WTFF?

I’m not one of those people who follows celebrities, indulging in their romantic escapades, and secretly reading Star on the shitter. And I don’t care who’s fat and who isn’t. In fact, I think we put too much pressure on movie stars, models and musicians to be super-skinny. I think it’s unrealistic and ultimately counterproductive for society.

That said, when a pudgy Luke Wilson first graced my screen a few weeks back, my first thought was “Oops!”

To put it kindly, it looks like either Luke really needs money, or AT&T doesn’t have a working sense of spokesperson quality control.

He just looks tired. Or maybe even hungover. But for both parties, this is a campaign FAIL.

Not that the commercials themselves are bad. They’re at least as good as the Verizon spots… on paper.

Execution? Not so much. And this is just another instance of just how important good casting is in the making of a good commercial.

Oh, and for the record: Yes, I have an iPhone. And no, I don’t hate AT&T.

I just hate this campaign.

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