Yes you've seen the ads already. Verizon's Rule The Air seems to be one of those advertising campaigns that is easily ignored and tries to make you think what that logo is. I think it will be gone within a year and it would have been sooner if Verizon wasn't a big slow moving telecommunications company. I worked at one for 10 years so I have an idea of how this works.
Big agency convinces the marketing communications director that Verizon needs a new ad campaign (which they don't). It might have even been after a review or new creative account. The agency puts together some concepts and then off to focus groups where junior marketing folks tally talking points and after 2 weeks the results come back in and this concept is the winner.
So it takes Verizon months to clean out collateral get service reps changed and then do the photo shoots and creative ads in place. Millions of dollars has been sunk into this. However at the end of the day, marketing is measured on sales, churn, and average revenue per minute. It will take a few months to get the data and make a decision but it will be the holidays and too late to switch it out.
Do customers want to rule the air waves? No. We want phones that work and data connections that are fast. I'm not trying to rule anything. Verizon still had the perfect ad campaign given AT&T's issue which is/was the " can you heat me now" campaign but the ad agency isn't paid to extend the life of that campaign but to come up with new ads.
I've seen this movie before - it was called AT&T 's the iPlan famous for AT&T employees saying "what the heck is that". (Seinfeld reference = the Show about nothing). The only thing that will save The Rule The Air campaign is a Verizon iPhone.