by Ryan Barkan

Miller Chili or mojitos anyone?

Phone wars 2009 - Verizon vs. AT&T. It is always a battle when these two giants square off with their :60 second spots in tow to prove which company provides the best cellular service and coverage. In recent years, Verizon has enlisted the likes of AC/DC and The Killers. Included in the deal with the Aussie rockers was the right to exclusively offer the band's music digitally. On the other side, AT&T has hammered home their phone offerings and 5-bar messages with a spot including a track from Lupe Fiasco featuring Jill Scott, "Daydreamin", one with Mates Of State, and an Amos Lee commercial, among others. Both have recently gone to the licensing well again to soundtrack new technology and coverage, but with different strategies.

Verizon's new "Hub" decided to go the synergy route, using one of the most popular mainstream tunes of the last year, Jason Mraz's "I'm Yours", in multiple spots showcasing the company's new phone technology.

AT&T meanwhile went with different tunes for each of the new 5-bar spots, matching songs with each commercial's creative direction. In "Backpackers", the sentimental "Falling in Love in a Coffeeshop" by Landon Pigg tells the story of two lovers who met on a brief European backpacking trip. However, because of the quality of the service and technology, they not only can stay in touch with great coverage but end up together again with a touching beachfront reunion. Another boxing themed spot brings to mind Rocky with "Gonna Fly Now." Eighties rockers Journey power this commercial for the symphony. Lastly, an inspirational spot based on Venice, CA, store Tom's Shoes. The store has one premise -- each pair of shoes bought equals one free pair for a child in need. The commercial uses an instrumental version of James Blunt's "Same Mistake." Watch that spot here.

Other Notable Commercial Licensing News:

An instant classic commercial from Heineken -- the beer company celebrates responsible drinking (title is called "Let A Stranger Drive You Home") with the help from Biz Markie's "Just A Friend". Watch the spot below.

Beer maker Miller went with San Fran's The Dodos as the music for their new Miller Chill commercial. Watch it below.

"Daylight," a track by Matt & Kim, provides the vibe in a new commercial for Bacardi Mojitos. See it below.

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