Metro by T-Mobile’s “Nada Yada Yada” campaign, unveiled August 22, was primarily aimed at big cable providers like Comcast and Charter Communications for smacking wireless customers with “exploding bills” after their promotions are over.
But Verizon’s Visible prepaid brand is the one that's striking back, calling out Metro by T-Mobile for “glossing over the disclaimer details” and making claims about selling wireless without the “gotchas.”
According to Visible, Metro by T-Mobile is the one doling out the “gotchas.” The spot is viewable here.
"Visible has nothing to hide," said Verizon Value President Angie Klein in a statement. "When we see other brands claim they have no 'yada, yada, yada' – but we know they do – we have to call BS on their 'BS-Free Promise.' If you want real transparency, simplicity, and honesty from your wireless carrier, Visible is the only choice. And who better to help tell that story than Jason Alexander, someone who made 'yada, yada, yada' famous."
Indeed, Verizon’s Visible enlisted Alexander, who, as George Costanza on “Seinfeld,” made “yada yada” one of the biggest catch phrases of all time, to appear in an ad.
The ad features two marketing executives – one of whom is played by Alexander’s son, Gabe Greenspan – in a conference room trying to sell an ad campaign that claims their wireless plans and pricing structures are truly transparent. In just a few seconds, Alexander then turns the table on them and talks about hidden details in their plans and launches into an endorsement of Visible’s plans.
Visible’s $25/single line
The ad aims to point out the hypocrisy of Metro’s campaign, according to a Visible spokesperson. “They say they have no ‘yada, yada, yada’ but then have a ton of gotchas, including the need to buy 4 lines to get a good rate – whereas Visible is just $25 for a single line, no catches or buts about it,” the spokesperson said. “Metro also has hidden ‘yada yadas’ like activation fees and offerings that are only available in select locations. Visible prides itself on being upfront and transparent – $25 for a single line, everywhere and every time.”
Currently, this is the only ad planned with Alexander. Verizon declined to comment on how much it’s spending on the ads; it managed to produce the spot under a month.
"When we saw Metro's campaign, our team and partners at Madwell knew we had to call out the hypocrisy," stated Cheryl Gresham, CMO of Verizon Value, in the press release. "While some might mistake Jason Alexander for someone who's ok to 'yada, yada, yada' over the fine print based on characters he's played, Jason Alexander, the actor, is honest. And like Visible, he doesn't take it lightly – making him the perfect spokesperson for the leader in transparent wireless."
Fierce reached out to T-Mobile and will update this story if they respond. Update: T-Mobile responded to Verizon with an open letter addressed to Jason Alexander designed to "set the record straight."
Visible’s new spot is running across TV, online video, paid social and digital channels.