AT&T Launches Campaign to Challenge Competitors’ Claims

DALLAS, Oct. 23, 2025 /PRNewswire/ — AT&T is shaking up the telecommunications landscape with a bold new advertising campaign aimed at challenging misleading claims from competitors. The campaign features actor Luke Wilson and advocates for a message of more coverage, reliability, and accountability.

With an investment of $145 billion from 2020 through 2024 in U.S. connectivity infrastructure, AT&T claims it now covers over 300,000 square miles more than T-Mobile. This area is larger than the combined sizes of California, New York, and Florida, emphasizing AT&T’s commitment to its network’s reliability.

“AT&T’s network speaks for itself: more coverage, proven reliability, the industry’s only guarantee our customers can count on,” said Kellyn Smith Kenny, chief marketing and growth officer. Kellyn emphasized that AT&T does not make promises it cannot keep, stating, “We deliver the connectivity people rely on and we stand behind it. Period.”

The campaign, titled “This Ain’t Our First Rodeo,” cleverly calls out the misleading marketing tactics commonly employed by rival carriers. It aims to reassure consumers that AT&T puts action behind its claims, highlighted by its guarantee covering both wireless and fiber networks.

Recent accolades from RootMetrics further solidify AT&T’s standing in speed and reliability. The company’s network reportedly has the fewest dropped calls compared to competitors like T-Mobile. Additionally, Ookla recognized AT&T for excellent call performance, reinforcing the campaign’s message of trust through action.

Jeff McElfresh, chief operating officer at AT&T, remarked, “We’re not just building a network – we’re building trust.” He highlighted that sustained investments and the multiyear expansion of AT&T Fiber are central to delivering fast and reliable connectivity.

The campaign is backed by over $750 million in customer care investments during the past four years, demonstrating AT&T’s dedication to customer service and satisfaction.

As AT&T’s Guarantee nears its one-year milestone, the company insists this campaign is more than just an advertisement; it reflects a long-term commitment to consumers and connectivity.