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If you haven't seen T-Mobile's latest television ad campaign you will, as they're running it heavily. Multiple versions of the campaign have already aired and it seems to be a campaign T-Mobile will be fixed on for some time.

Unfortunately for T-Mobile the ad smacks of desperation. It is a cheap knock-off of Apple's award-winning "Hello I'm a Mac and I'm a PC" campaign, but in this rendition, T-Mobile plays the good looking hipster, and the iPhone with AT&T is the dumb and dumber tandem.

The main problem with the ad campaign is how they are treating the viewer; poorly. The ads assume the consumer has no clue about technology, attempting to trick the viewer into thinking Facetime is the only video chat solution that can be had on an iPhone. In short, T-Mobile is mixing metaphors very carefully in their ad, targeting Sheeple, and therein lies the problem. I'm just not sure how many unsuspecting Sheeple are still out there looking for smartphones.

Today's smartphone consumers are largely youth oriented buyers who listen to their friends, check out products online and demo the solutions first hand. In the end, the consumer understands the smartphone technology they are going to purchase. A rather insulting ad which assumes people are rather dense isn't going to help T-Mobile's cause.

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