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Motorola Xoom featured in ad packed with Apple references

post #1 of 216
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After posting an ad teaser and a series of web banner ads promoting its new tablet, Motorola presented its entire full length Super Bowl spot for the Xoom tablet, packed with references to Apple in a bid to court iPad users.

The new ad mixes imagery from Apple's iconic "1984" ad, which first introduced the Macintosh as liberating technology breakthrough, as well as "Lemmings," a more pointedly competitive spot Apple aired in 1985, which portrayed non-Mac users as blind followers who needed to remove their blindfolds to avoid catastrophic consequences.

While Apple's "1984" is universally regarded as one of the best ads ever produced, "Lemmings" was immediately criticized as a failure for being perceived as negatively depicting the company's would-be customers as ignorant and misguided.

Motorola's new spot for the Xoom tablet works to balance the two ideas together, portraying Apple's customers as ubiquitous clones wearing the same white earbuds and blank uniforms, but injecting a sympathetic storyline where a Xoom-using man flirts with a girl using images presented on his tablet. The girl then responds to his advances by removing her white iPod earbuds.

Drones in white portrayed in the ad are depicted listening to small handheld iPods, but none are shown using an iPad. To a casual observer, the man using Motorola's Xoom might be mistaken for being an iPad, as all that's shown of the new tablet is its virtual page-turning in a nondescript ebook reader app (reading George Orwell's "1984"), Google Maps (featuring Android-only 3D building views that most viewers are unlikely to catch), and the camera app new to Android 3.0 Honeycomb.

A brief animated cartoon depicting a stick figure man giving flowers to a stick figure girl, and published to the man's own tablet via YouTube, perhaps using the Android-only Adobe Flash, is shown (as opposed to just giving her the flowers, something that doesn't require an $800 tablet), but it is not explained how the photo of the flowers the man takes was converted into the animation.

Apple's own iPad ads have focused on more obvious and practical applications of the device via its library of as Apple claims, more than 60,000 unique apps.

Recognizing the shots of the new tablet as being distinct from an iPad would require a technophile enthusiast's understanding of the differences of the two, which is never presented in the spot. Instead, the new tablet is only identified briefly by name at the end of the clip, "Motorola Zoom with Google, the world's first Android 3.0 tablet," with none of its unique features ever been expressly noted.



Xoom details

Motorola's new tablet boasts a slightly larger screen and resolution (10.1 inches, 1280x800) than Apple's existing iPad. It also uses a cinematic 16:9 display ratio aimed at watching movies, contrasted with the more computer-like 1024x768 resolution of the iPad's 9.7 inch screen and its portrait-oriented dock, aimed more at productivity apps like Apple's own Pages, Numbers and Keynote.

Internally, Motorola's Xoom tablet uses a faster dual core Nvidia Tegra 2 SoC, roughly similar to the new Texas Instruments chip used by RIM's PlayBook; both are a full generation ahead of the Apple A4 SoC used in last year's iPad and the similar Samsung Hummingbird chip used in the Galaxy Tab. Xoom also includes 1GB of RAM, four times as much as the existing iPad.

The Xoom also includes dual cameras; a 2 megapixel front facing camera for video chat and a 5 megapixel rear-facing unit with 4× digital zoom and auto focus, capable of 720p video capture. Apple's existing iPad has no cameras, while the coming iPad 2 refresh is expected to add a much simpler VGA FaceTime camera and basic 1 megapixel rear camera identical to that being used in the iPod touch, rather than the significantly better 5 megapixel camera used by iPhone 4.

Xoom is, according to an Engadget report, expected to become available February 24, in a CDMA/EVDO 3G-only version sold by Verizon for $800. The unit will be accompanied by optional data plans that start at $20 32GB per month for 1GB, but an ad from BestBuy also notes that "to activate WiFi functionality on this device, a minimum of 1 month data subscription is required." Unlike the iPad, there are no cheaper WiFi-only versions of the Xoom.

Update:BestBuy is currently running a sale on 3G iPads, which takes $30 off each model, resulting in the equivalent 32GB 3G iPad costing $700, or $100 less than the new Xoom. The 16GB 3G iPad is $600, while the 64GB 3G iPad is $800. WiFi only iPads are not on sale, so they cost $100 less than each of the the 3G versions. Users do no need to buy 3G service in order to use WiFi.



Toshiba is expected to release its own Honeycomb tablet with hardware very similar to Motorola's. Toshiba launched a product site for its new tablet using Flash, which blocked visitors using an iPhone or iPad, displaying a teaser message indicating that site required Flash, something iOS doesn't support.

However, the company also created a plain HTML mobile version of the site that works fine on iPhones and iPads, and simply made it impossible to accidentally discover.
post #2 of 216
So Apple users are attractive mindless drones? What?

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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post #3 of 216
Quote:
Originally Posted by Suddenly Newton View Post

So Apple users are attractive mindless drones? What?

Apple users are hot girls and insane old men, apparently.
post #4 of 216
Quote:
The unit will be accompanied by optional data plans that start at $20 per month for 1GB, but an ad from BestBuy also notes that "to activate WiFi functionality on this device, a minimum of 1 month data subscription is required." Unlike the iPad, there are no cheaper WiFi-only versions of the Xoom.

Yeah Motorola.. You are selling a tablet that won't connect to the internet without paying a carrier at least one month for data he might not even need. You should have just priced it $20 higher (Verizon cut) and get it over with.
post #5 of 216
They got something right. The number of Xooms compared to the number of Apple devices.
post #6 of 216
Quote:
Originally Posted by NasserAE View Post

Yeah Motorola.. You are selling a tablet that won't connect to the internet without paying a carrier at least one month for data he might not even need. You should have just priced it $20 higher (Verizon cut) and get it over with.

Yeah, I just noticed that too. That's just baffling to me.
post #7 of 216
It's a pretty good ad cinematically, but looking at it from a consumer's POV I come off thinking I want a tablet, and by extension the "cool iPad" I've heard about--not a Xoom. The iPad being $300 cheaper helps as well.

P.S. Anyone else hear a bit of a resemblance between Xoom and Zune?
GIGO. The truth in all of life.
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GIGO. The truth in all of life.
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post #8 of 216
Apple should start offering those white hooded capes in the Apple store. They look great and go really well with the signature Apple white earbuds.
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Been using Apple since Apple ][ - Long on AAPL so biased
nMac Pro 6 Core, MacBookPro i7, MacBookPro i5, iPhones 5 and 5s, iPad Air, 2013 Mac mini, SE30, IIFx, Towers; G4 & G3.
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post #9 of 216
Congratulations Motorola. You just gave Apple more free advertisement.

They were too busy "trying" to mock Apple they failed to feature their own tablet more. Everyone I was with watching the Super Bowl who saw the commercial thought it was an iPad.
post #10 of 216
The Apple ad didn't dislodge IBM PC in the marketplace, did it?

Same thing will happen to Xoom. It will fail to dislodge iPad.

These copycats will have to learn to innovate by not taking a page off Apple's book.
post #11 of 216
Quote:
Originally Posted by Archos View Post

Apple users are hot girls and insane old men, apparently.

I can vouch for the second group.
post #12 of 216
This ad is lame, and Xoom will not be a hit. At best it will be a modest success. It offers nothing better, and the price is not attractive. The truly successful Android tabs will be the Chinese cheapos. Yeh they are crap now, but after a year or 2 they will be fast enough to do browsing smoothly, and cost only 200 bucks. The future of Android is in the hands of these cheapo makers, Mot, Samy will soon find out there are no such things called high end Android devices.
post #13 of 216
I love how all the commenters on Engadget are assuming that the 1 month minimum requirement is on a month to month subscription like the iPad on AT&T or the Samsung Tab on Verizon. There is no information that I've seen that says that is true. It could very well be 1 month and an ETF to cancel service.

Anyone have something that says that the Verizon service is a month-to-month contract? Also, the Tab had a $35 activation fee so the minimum to enable the WiFi is probably going to be $55.
post #14 of 216
The rumors are, backed by a leaked Best Buy ad, that the Xoom is actually going to be more expensive than an iPad? Who are they kidding? Do they have delusions of grandeur? They'll be laughed out of the market...

You would seriously have to be someone of my age or better to remember the 1984 Apple ad and make the connection. Most people won't. It was a lame commercial.
post #15 of 216
Doesn't it seem a little desperate when the best your ad agency can do is rip off a 27-year old commercial?
post #16 of 216
And you're in even more trouble when it's more important to show off Apple's users than show off your own product.

... and that doesn't even address the issue of everyone thinking they just saw an advertisement for an iPad ... but I do have to give props to whoever physically produced the advertisement, a beautiful piece of work
post #17 of 216
They had shot that lasted about 2 frames, where they show the guy typing on his 7 inch tablets. How much room was there above the virtual keyboard to see your text?? I don't think they wanted us to see it clearly. It looked like about a half inch.

People criticize the iPad because it's mainly going to be used for consumption of media. But at least you can if you want. But something like that? Seems like it's useless for anything other than consumption of media, and not even all forms of that.
post #18 of 216
EIGHT HUNDRED DOLLARS?! As the ENTRY cost?! And I thought iPad was expensive.

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post #19 of 216
I don't think this ad will be very effective for Motorola.

I can't blame Moto because it's very difficult to compete against the iPad. The bar is set so very high.

To me the Xoom ad just says The Xoom exists and it desperately wants a piece of Apple's pie.
The Xoom will need more than Google map to be competitive.

Time will tell.
post #20 of 216
Quote:
Originally Posted by NextTechnocrati View Post

The Apple ad didn't dislodge IBM PC in the marketplace, did it?

Same thing will happen to Xoom. It will fail to dislodge iPad.

These copycats will have to learn to innovate by not taking a page off Apple's book.

There is a certain irony that they copy an Apple ad concept to advertise a copied Apple product. Are there truly no original concepts or innovations coming from anyone but Apple these days? It is amazing.
Been using Apple since Apple ][ - Long on AAPL so biased
nMac Pro 6 Core, MacBookPro i7, MacBookPro i5, iPhones 5 and 5s, iPad Air, 2013 Mac mini, SE30, IIFx, Towers; G4 & G3.
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Been using Apple since Apple ][ - Long on AAPL so biased
nMac Pro 6 Core, MacBookPro i7, MacBookPro i5, iPhones 5 and 5s, iPad Air, 2013 Mac mini, SE30, IIFx, Towers; G4 & G3.
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post #21 of 216
Quote:
Originally Posted by AppleSauce007 View Post

I don't think this ad will be very effective for Motorola.

I can't blame Moto because it's very difficult to compete against the iPad. The bar is set so very high.

To me the Xoom ad just says The Xoom exists and it desperately wants a piece of Apple's pie.
The Xoom will need more Google map to be competitive.

Time will tell.

You should call them, I think you have the perfect ad for them, honest, gritty and to the point ....

"Hi, we are Motorola we want to tell you the Xoom exists and we desperately want a piece of Apple's pie"
Been using Apple since Apple ][ - Long on AAPL so biased
nMac Pro 6 Core, MacBookPro i7, MacBookPro i5, iPhones 5 and 5s, iPad Air, 2013 Mac mini, SE30, IIFx, Towers; G4 & G3.
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Been using Apple since Apple ][ - Long on AAPL so biased
nMac Pro 6 Core, MacBookPro i7, MacBookPro i5, iPhones 5 and 5s, iPad Air, 2013 Mac mini, SE30, IIFx, Towers; G4 & G3.
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post #22 of 216
Quote:
Originally Posted by AppleSauce007 View Post

I can't blame Moto because it's very difficult to compete against the iPad. The bar is set so very high.

The iPad is slow, doesn't play flash, and you're limited to buying your programs from Big Brother via the App store. I don't think the iPad is a slam-dunk by any means.

More options are good. Apple is becoming the Big Brother they once slung the hammer at in '84.
post #23 of 216
Quote:
Originally Posted by digitalclips View Post

Apple should start offering those white hooded capes in the Apple store.

Better yet have Apple Store employees start wearing evil crimson-red hooded capes. If competitors want to brand Apple as a cult, at least give them some basis.

As for the commercial, it was a bust. Unless someone was a hardcore Apple geek many of the references were probably over their head. And unless someone was watching for this sort of thing, they probably spent that commercial break getting more food or in the restroom.
post #24 of 216
Quote:
Originally Posted by meelash View Post

Doesn't it seem a little desperate when the best your ad agency can do is rip off a 27-year old commercial?

Have you seen the 1984 ad? How is it ripping it off?
post #25 of 216
Quote:
Originally Posted by Jensonb View Post

EIGHT HUNDRED DOLLARS?! As the ENTRY cost?! And I thought iPad was expensive.

YEP!

AND

The 16:9 aspect won't work as well. We can even thank Netflix for shedding light on that: they're finding people are streaming to AppleTV more that iPads. I know I'm stretching here but that could show some indication that these companies are betting on the wrong size thinking it'll be a major movie viewer... when it won't.

My parents only used their iPad to watch movies when their LCD TV broke and were waiting for their new one to be delivered.

Is this new Android made for 16:9? Does every company using it have the same size? And who decides that? Google or the tablet manufacturers? Curious if anyone has any insight
post #26 of 216
Quote:
Originally Posted by AppleSauce007 View Post

I don't think this ad will be very effective for Motorola.

I can't blame Moto because it's very difficult to compete against the iPad. The bar is set so very high.

To me the Xoom ad just says The Xoom exists and it desperately wants a piece of Apple's pie.
The Xoom will need more than Google map to be competitive.

Time will tell.

Talking of Motorola this is a joke add on based on their original phone (I had one!). Slightly off topic but here is the perfect iPhone accessory.


http://www.dailymail.co.uk/sciencete...step-time.html
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Been using Apple since Apple ][ - Long on AAPL so biased
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post #27 of 216
This is FAIL on so many levels. It’s like their only goal is to beat the Galaxy Tab on buyer’s remorse and returns. Arstechnica points out that just a few weeks ago at CES there were no demo units to use, just demos running on units. That doesn’t seem like a device that is stable and ready to ship.


PS: Does it at least have an IPS display? I know all the Asus tablets coming out this year do.
post #28 of 216
I don't see how this kind of ad when you bashed your competitor's users as drones will be effective when your product is not revolutionary.
post #29 of 216
Quote:
Originally Posted by digitalclips View Post

Apple should start offering those white hooded capes in the Apple store. They look great and go really well with the signature Apple white earbuds.

I would totally buy one and wear it for as long as the ad is on the air.
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Da Bears!
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--SHEFFmachine out
Da Bears!
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post #30 of 216
Quote:
Originally Posted by digitalclips View Post

Apple should start offering those white hooded capes in the Apple store. They look great and go really well with the signature Apple white earbuds.

I like the white hoodies also.

"A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools." Douglas Adams

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"A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools." Douglas Adams

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post #31 of 216
I didn't watch the superbowl and didn't see the ad; i've only read the pre and post game hype about the ad, and here is my take. The subject of the original 1984 ad, the Macintosh, was truly a revolutionary product in its user interface. It changed how everyone (command line unix fans excepted) interacts with a computer. It was a huge paradigm shift that is now taken largely for granted. It is ironic that Moto used 1984 as the basis for their jab at Apple, given that their product is a "me too" rather than a paradigm shift. Apple could have used the same 1984 ad to launch the original ipods, the iphone, and the ipad - each of those were significant changes in products that have become the paradigm for that class of product. It doesn't matter if the moto pad is excellent or not. Its not a paradigm shift and its not going to change the market. In that sense, I think Moto's use of 1984 is misguided.
post #32 of 216
The most stupid ad I have ever seen. I don't own a TV and I don't watch sports, so events like Superbowl are non-event in my life.

And for spending millions on a piece of shit like this ad, Motorola marketing dept, needs to be dismantled. These guys, absolutely have no clue of what they are doing. I can't believe what I just saw.
post #33 of 216
I think it would be awesome to get a white hoodie and camp out for the VZW iPhone. Just stand like a drone the whole time. That'd be sweet.
post #34 of 216
Quote:
Originally Posted by frugality View Post

The iPad is slow, doesn't play flash, and you're limited to buying your programs from Big Brother via the App store. I don't think the iPad is a slam-dunk by any means.

More options are good. Apple is becoming the Big Brother they once slung the hammer at in '84.

Nothing wrong with more options and the competition is good for everyone. And if the Xoom has features the iPad lacks, why not communicate those?

I just am not that impressed with the way Android on one hand copies Apple so intensely and then treats Apple like they are somehow doing something wrong. The iPad was the only good device out there last year. People didn't buy it because they were sheep, there was no other decent option. And if I remember correctly, it was just 12 months ago that Jobs had to get up there and explain why a device like this was even needed. No one understood that there was even a market for these things until the iPad was released and then everyone was blow away how well it sold. Are we really supposed to fault Apple somehow for this success??

Apple is not big brother. They curate the Appstore. Big deal. Android can compete on those terms and if consumers like their solution better, good for them. Make a business case for those advantages, not a moral one. There is no moral issue with Apple controlling the appstore. It is good for consumers and while developers may whine, they are making a lot of money there and finding an audience that did not exist before.

And Google has it's own Big Brother thing going with tracking all our searches and keeping tabs on us. That is a downside too and with Android you are even more in their snare. It is a tradeoff, privacy for those benefits. FIne. But its not like they are saints.

Apple doesn't like Flash. Big deal. Flash sucks on these devices. Android can make a lot of hey about how they support Flash but you know what? Android to begin with can get really slow and unresponsive so maybe they have nothing to lose adding Flash to that mess?
post #35 of 216
post #36 of 216
Ok, let's think about the marketing strategy that went into this: We know the target market probably has an iphone, an Ipod, maybe a mac of some type - maybe...even an Ipad, but we are going to make them feel like idiot clones who have been duped and brain washed, And we are not even going to showcase our own product.
Sheesh, I'm in the wrong business.....and could someone unprogram me.
post #37 of 216
Quote:
Originally Posted by meelash View Post

Doesn't it seem a little desperate when the best your ad agency can do is rip off a 27-year old commercial?

Agreed.

I thought the soon-to-be-released Xoom was competing with the April 2010 iPad, not the 1984 Macintosh. Man, Motorola is later to the game than I thought!!

\
post #38 of 216
I thought that was a commercial for JCrew not a Xoom.



I think if Motorola wants to compete in a tablet market they should try to undercut their competition. Not come to the game late with a high priced item.

The iPad 2 will be coming out soon enough and will improve on the their first model and as we know Apple will keep their current price levels or even dip down.

Now I am going out to buy a white hoodie for myself and wife.
post #39 of 216
Quote:
Originally Posted by Rattyuk View Post

They got something right. The number of Xooms compared to the number of Apple devices.

post #40 of 216
I'm pretty sure Creative tried this same ad strategy against the iPod and quickly discovered that mocking your potential customer base is a horrible idea.
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