AT&T is clearly peeved at Verizon's "Map for That" ad campaign that knocks AT&T's nationwide 3G coverage. The legal battles between the two already resulted in Verizon dropping the phrase "out of touch" from the ads awhile ago, which makes sense. As it pertains to that phrase, I could actually see how some people would think they were literally "out of touch" because there was no voice coverage.
However, AT&T really doesn't have an argument against Verizon's revised line of ads that constantly take swipes at AT&T's 3G coverage area. So, beyond filing silly lawsuits, what does the former monopoly do to strike back? Hire Luke Wilson! Their silly commercials clearly attempt to aim at Verizon's current campaign, but actually fail to address the 3G coverage issue at all. If you're going to pimp the iPhone, as well as the rest of your smartphone lineup, go ahead and simply talk about that. Don't take a shot back at Big Red without having any comprehensive plan of counter-attack.
Apple is sort of helping AT&T out with their own iPhone ads that take clear shots at Verizon's Motorola Droid. That's all well and good for the exclusive carrier for the time being, but what happens when that exclusivity runs out? Maybe AT&T is just hoping they'll have their own colorful 3G map in the summer of 2010 so Apple won't have to come to their rescue.