If you were watching Florida impersonate a headless chicken against Alabama Saturday, you might have been aware that Luke Wilson, AT&T's disarming new pitchman, had also lost his head.
For the game was interrupted by Wilson's need to talk, with his filmic features and without.
The battle between AT&T and Verizon has been peppered by startling doses of objectivity. So to demonstrate the clear, obvious, incontrovertible fact that Verizon's 3G is but a Wendy's-stuffing, cake-loving, 15-beers-a-night slob when compared with AT&T's Usain Bolt, Wilson performs a side-by-side that would put the Pepsi Challenge to shame.
On AT&T's 3G, Wilson, finally not dressed in a painful shade of tree bark, downloads himself with the speed of an unfaithful, burglarizing vicar fleeing from the press.
When he tries using the Verizon 3G, which AT&T declares is very much slower, Wilson is up to his neck in it. There is no time to bring his head into the picture.
Naturally, AT&T's hope is that Wilson's charm will encourage people to use their hearts at least as much as their heads. No one using the latter will really believe he is using Verizon's 3G to materialize his headless self.
So smartphone seekers will be left trying to decide between a network that is allegedly everywhere, but is slow, and one which, according to critics, isn't remotely everywhere, but is faster and, oh, has that supposed digitally clueless pageant queen of an iPhone.
It's not quite George Clooney vs. Brad Pitt, is it? It's more, well, Luke Wilson vs. Owen Wilson.