AT&T has dropped its television ad campaign that went negative on rival Verizon Wireless over coverage areas, instead launching a new campaign.

According to the AP, AT&T's "Rethink Possible" campaign will emphasis AT&T's connectivity, whether on phones or through multi-room DVRs. The ads, the first of which aired last weekend during the Masters golf tournament, will tout many AT&T services beyond its mobile phone network.

The "map" ads, starring actor Luke Wilson and airing from last fall until earlier this month, along with Verizon's counter-ads, led to lawsuits between the two wireless giants.

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