Motorola suggests Apple's iPhone is feminine in latest TV spot
Motorola has continued its assault on the iPhone with a new commercial that indirectly compares Apple's handset to a "tiara-wearing digitally clueless beauty pageant queen."
The new commercial for the Motorola Droid, entitled "Pretty," debuted on TV this week. Thought it never specifically names the iPhone, it does show images of people admiring an iPhone-like device, albeit with concave sides. In one brief shot, a blonde woman holds a white mock iPhone in front of her as she crosses a street and applies lip gloss, with the word "princess" laid across the screen.
"It's not a princess, it's a robot," the commercial says of the Droid. "A phone that trades hair-do for can-do."
The advertisement also calls the Droid "fast -- racehorse duct-taped to a Scud missile fast." Clearly geared toward a male audience, it also states that the handset "does rip through the Web like a circular saw through a ripe banana," accompanied by footage of a destroyed fruit.
Motorola's advertising blitz focused on men could be working. At least one recent study found that men of ages 18-and-up have shown increased interest in Motorola while buzz about Apple has decreased.
View the new commercial in its entirety:
Both Motorola and Verizon have stepped up advertising to hype the Droid, which launched in October. The first ad campaign also directly targeted Apple, lampooning its commercial style with the tagline "iDon't." The TV spot, which teased the then-impending launch of the Droid, attacked the iPhone's lack of a physical keyboard, inability to multitask with third-party applications, and absence of a camera flash.
The Motorola Droid is the first handset on the Verizon network to utilize Google's Android mobile operating system. Tension built over the last few months between Verizon and AT&T, the exclusive carrier of the iPhone in the U.S., as Verizon began to run a series of advertisements mocking Apple's "There's an app for that" slogan with the tagline "There's a map for that," comparing 3G coverage maps of the two companies. The dispute led to a lawsuit from AT&T, which was dropped this week.
The new commercial for the Motorola Droid, entitled "Pretty," debuted on TV this week. Thought it never specifically names the iPhone, it does show images of people admiring an iPhone-like device, albeit with concave sides. In one brief shot, a blonde woman holds a white mock iPhone in front of her as she crosses a street and applies lip gloss, with the word "princess" laid across the screen.
"It's not a princess, it's a robot," the commercial says of the Droid. "A phone that trades hair-do for can-do."
The advertisement also calls the Droid "fast -- racehorse duct-taped to a Scud missile fast." Clearly geared toward a male audience, it also states that the handset "does rip through the Web like a circular saw through a ripe banana," accompanied by footage of a destroyed fruit.
Motorola's advertising blitz focused on men could be working. At least one recent study found that men of ages 18-and-up have shown increased interest in Motorola while buzz about Apple has decreased.
View the new commercial in its entirety:
Both Motorola and Verizon have stepped up advertising to hype the Droid, which launched in October. The first ad campaign also directly targeted Apple, lampooning its commercial style with the tagline "iDon't." The TV spot, which teased the then-impending launch of the Droid, attacked the iPhone's lack of a physical keyboard, inability to multitask with third-party applications, and absence of a camera flash.
The Motorola Droid is the first handset on the Verizon network to utilize Google's Android mobile operating system. Tension built over the last few months between Verizon and AT&T, the exclusive carrier of the iPhone in the U.S., as Verizon began to run a series of advertisements mocking Apple's "There's an app for that" slogan with the tagline "There's a map for that," comparing 3G coverage maps of the two companies. The dispute led to a lawsuit from AT&T, which was dropped this week.
Comments
Nice to see someone other than Apple actually advertise they have a phone.
"It's not a princess, it's a robot,"
Sorry, Moto, I'll take that blonde over a robot anyday.
That white iPhone was always a bit naff.
I could see this working if the iPhone was, say, pink, or had "feminine curves" (shaped like an hourglass or whatever), but it's a black and metal rectangle. That's it. You can't get much more "meat & potatoes" than that.
I'm sure the Droid will sell pretty well, but I can't imagine that being due to this ad.
Yeah, I know that car and beer commercials have been playing on guys' stupid need to feel macho/manly/etc etc for decades, but this is asinine.
I could see this working if the iPhone was, say, pink, or had "feminine curves" (shaped like an hourglass or whatever), but it's a black and metal rectangle. That's it. You can't get much more "meat & potatoes" than that.
I'm sure the Droid will sell pretty well, but I can't imagine that being due to this ad.
Can you seriously see any NFL player with a white iPhone?
Steve and Jonny must be LIVID! and FURIOUS!
Well, it's kinda true. I've never seen so many people fascinated with the looks of their phone or its appearance than I do with iPhone users (myself included).
You always hear bitching about "oh, I scratched the back of it... WHAT DO I DO!?", or "OMG, my keys slightly scratched the screen -- IT'S RUINED!"
Most other phone owners don't give a shit; they just keep using their devices, battle scars and all.
Can you seriously see any NFL player with a white iPhone?
(shrug) So don't buy the white one, buy the black one. It's my understanding that the black iPhone outsells the white one by like 8 to 1 anyway.
Besides, the white MacBook and iBooks have been selling like crazy for many years now. I don't think even college fratboys have been shying away from the MacBook for being too "girly" (well, maybe back when the original 'clamshell' iBook came out, but that was an impractical design anyway).
Plus, women *do* buy phones as well. I don't think Apple really gives a crap who buys their phones as long as they pay for 'em. For that matter, Motorola might've just given Apple a great idea--start selling a hot pink iPhone for the "Princess demographic".
If you can't have a fast phone that is also pretty, just say "pretty is for girls" xD
Stupid Stupid Stupid
I think that commercial has topped "Welcome to the Social" for its inanity.
Can you seriously see any NFL player with a white iPhone?
I remember when iPods were only available in white. iMacs too. And time capsules and Apple TV's.
so i take it that their marketing is suggesting that anything suggesting "femininity" is weak, sub-standard to "masculinity".
masculinity is superior to femininity - very insightful marketing, motorola. how daft.
PS: i guess Motorola and Microsoft share the same marketing people?
Sure didn't take long to reach the bottom of that barrel. I find this kind of offensive. They might as well write "The iPhone is Gay" right across the screen.
I'd still rather be the Princess though. She's hot.
BTW - Isn't it kind of a questionable advertising tactic to piss off one of the largest demographics buying smartphones today, i.e - young women?
(shrug) So don't buy the white one, buy the black one. It's my understanding that the black iPhone outsells the white one by like 8 to 1 anyway.
Besides, the white MacBook and iBooks have been selling like crazy for many years now. I don't think even college fratboys have been shying away from the MacBook for being too "girly" (well, maybe back when the original 'clamshell' iBook came out, but that was an impractical design anyway).
Plus, women *do* buy phones as well. I don't think Apple really gives a crap who buys their phones as long as they pay for 'em. For that matter, Motorola might've just given Apple a great idea--start selling a hot pink iPhone for the "Princess demographic".
Even the white iPod works. But there's something about holding a white object up to your head that doesn't look quite right unless you have a Chiwawa stuffed in your purse. They should have re-thought that. The Rock'r never looked right for that very reason- and Motorola should know since it was their phone.