I happened to watch some of the ‘Super Bowl’ ads and I fell in love with this ad the very moment I saw it two days ago! And I have been watching this/listening to this 1 minute ad for perhaps more than 60 minutes!! …… Sometimes, you do not know why you like or love something because there may not be reason for you to like/love it! When I thought about it, the voices in my heart started conversing with those of my head and after a long time, for the first time, my heart and head agreed on the same thing!! Is it because the ad touched my heart and set its footprint in my mind??… Okey! Enough of flowery words….Pls do Read ahead…. J (Prior to that, watch the ad below)
Are you reminded of any other ad?? If not, I am here to remind you.. It is poking fun at the popular Apple ad of 1984!
http://www.youtube.com/watch?v=HhsWzJo2sN4
MOTOROLA Xoom– Empower the People
Super Bowl ads get telecasted only during that tournament and so is this ad too!! When an ad appears somewhere in a cluster of ads on television, that ad would be able to sustain in the minds of the consumers when it is unique amongst the ads... An ad has to leave an impression in the minds of the consumers before the tournament ends….. and this ad, in my opinion, does that!
When most of the ads were funny, noisy, filled with voices or over-voices, this ad has no voices but just soft music with a love story on the surface, a combination along with the main concept of the ad that touches your heart and leaves footprints in your mind. Further, It’s the month of February – the month of cupid, the month of Valentine, the month of ‘love’ – Only few ads have used the concept of love and the love story used is completely different from the rest and thus stands out apart.
The ad accuses Apple of hypocrisy for its own famous Super Bowl ad and claims that "2011 is a lot like 1984" after what Apple did with the iPad.
Target: Trying to poke at Apple, it targets who are Apple’s skeptics which is a pretty substantial market.
Position: Positioning ‘Apple’ as the big bad authoritarian company that is ruling the technological world and Motorola XOOM is there to create a difference.
Message/Idea: “ Think Different! Be Different! Buy “our” device instead”. It’s telling people what value a product can add to your life!!
As mentioned before, on the surface of the ad, there is a love story, but in the process of getting there, it showcases the features of the device – Camera, GPS, its ability to send movies from one device to another, the smooth page animations for e-books, 3D Views (using Vector Graphics?) of buildings.
The ad opens with several homogenous, mindless drones who all look alike and use the same chuck of hardware. The standout -- a handsome young gentleman (The protagonist) using the ‘Xoom’ -- is even reading Orwell's 1984, probably using the Google e-books service. He tries to court a beautiful woman trapped in the Apple world. He uses the Xoom to help buy flowers and show a video to offer her love. She's 'liberated' from her Apple world by removing the white earbuds as she meets her would-be lover. The Xoom then becomes "the tablet to create a better world," as it has developed intuitive technology that would help people enrich their lives and then the ad ends with the logo “M” of Motorola becoming “Em” of Empowered. Does it mean that ‘Empowerment of people’ is a core value of Motorola?? Or Am I reading too much into the ad??!
And it also says that it is the world’s first Android 3.0 tablet.’ But I wonder why the product is named ‘Xoom’???
Ironically, the ad tells us to “Think Different”, “Be Different” by imitating (do I have to call it ‘inspiration’ rather?) the popular classic 1984 Apple’s commercial! But the message is sound, loud and clear!
I believe, this ad may really have an impact on the consumers who have an idea of buying Apple’s iPad! (You need an example?? – Its ME! )
Anyways, wish the sun shines bright on Motorola Xoom! J
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