Motorola Super Bowl Ad Targets Apple Drones

| News

Motorola is going after Apple’s market share by suggesting (strongly) that the legions of customers that use Apple devices are naught but unimaginative drones. The company sent Engadget the first 15 seconds of the ad the company plans to run for this Sunday’s Super Bowl, and that commercial taps the same 1984 legacy that Apple itself used to launch the Mac.

The commercial is pushing the company’s Xoom tablet, the same tablet that Moto ostensibly pushed by lampooning the iPad in an earlier commercial touting Google’s upcoming Honeycomb release of Android OS.

In the new piece, however, Motorola presents a lone Xoom user surrounded by a sea of attractive iPhone and iPad users - we know this from the white earbuds hanging from their ears - all of whom are presented as drones. Really cute drones at least in the case of the last person we see in the spot.

That Motorola, a company that has been an off an on again partner to Apple for decades, is targeting the iPad shouldn’t be much of a surprise. Apple has smoked Moto in the smartphone business, and the iPad is obviously the dominant force in the tablet market the iPad itself created.

That Moto chose to pick at Apple’s own use of 1984 theme to present Apple as a controlling behemoth also shouldn’t be all that surprising. Not only did Apple already demonstrate the power of advertising this message when combatting more successful companies, the irony of presenting Apple as the new Big Brother will be lost on few culturally-aware viewers.

It remains to be seen, however, if use cute drones to represent the idea of Apple being everywhere is a message that will resonate with those same viewers.

Wouldn't it be just awful to use whatever Apple device this drone is using?

Wouldn’t it be just awful to use whatever Apple device this drone is using?

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60 Comments Leave Your Own

Chris

Motorola is still around and relevant?

sflocal

But then again, Apple could create their own version depicting Android users as anti-social, basement-dwelling geeks and nerds that are scared to death to approach that cute “Apple-drone” and ask her out.

Fandroids would be immersed in rooting and micromanaging their Android devices, spending untold amount of time to customize it exactly the way they want while the “Apple-drones” are out enjoying life since they have better things to do than tinker with electronics.

mhikl

iRadio was such a success, Motorola decided they were ready to take on Apple. Probably best if Apple heads for the hills. What a picnic.

Notice how Motorola guy looks over at Drone girl. Loser looks like a dweeb; not that there is anything wrong with dweebs, Bosco.

I still haven’t figured out if Xoom is pronounced Zoom or eXhume? of corpse, I suspect the latter.

KillBall

Moto has issues. I don’t see why they can’t just sit down and die peacefully, instead of mocking Apple.

Coach

I think the drone is a cutie!

Nemo

Since the innovation of Motorola’s Xoom tablet will be nothing more than as close a clone of the iPad as U.S. intellectual property law will permit and perhaps even closer than that, it is only fitting that the trite message of Motorola’s Super Bowl ad for its Xoom will be nothing more than a derivative of Apple’s iconic 1984 commercial.

Bosco (Brad Hutchings)

I think the drone is a cutie!

Bet she isn’t a drone at the end of the commercial.

mhikl

Da! It’s a commercial, Troll. Once it’s made, it is what it is.

Lee Dronick

He is reading 1984 on his tablet. Well Motorola we shall meet in the place where there is no darkness.

msidoric

It’s a stretch to imagine Moto is still relevant. This ad won’t help them reclaim any of the business leadership they’ve driveled away for years… My fearless forecast for Xoom? Doom.

Yeshua Watson

Ironically, if the ad was to entice Ipad owners to switch, they forgot we can’t use Flash. Sucks because I wanted to actually see the ad.

Lee Dronick

Ironically, if the ad was to entice Ipad owners to switch, they forgot we can?t use Flash. Sucks because I wanted to actually see the ad.

I was going to comment on that, but I don’t know if that Flash video was coded that way from Engadget or provide as such by Motorola. I went to the Motorola Xoom website and it is Flash.

Anyway, they probably not primarily targeting us Apple users. More likely they are going the first time buyer or those who are currently using a non-Apple tablet.

John Molloy

Droid DID.

Paul S.

Fanbois be quiet - you’ve made your choice. However, with Android sales more than double ios sales, and Android now the Top smartphone OS worldwide, the ‘geek’ monikor is finished, ended, caput! The masses have spoken and they Yell for Android…!!! To each their own.

Bosco (Brad Hutchings)

Ironically, if the ad was to entice Ipad owners to switch, they forgot we can?t use Flash. Sucks because I wanted to actually see the ad.

You’re on the wrong side of the irony. Read Edwin Abbot’s classic Flatland. There is a clear allegorical reference in the story to iPad owners not being able to see a commercial for a better tablet.

Lee Dronick

I still haven?t figured out if Xoom is pronounced Zoom or eXhum

I would think it is “zoom.” Words that begin with a X usually have a Z sound; Xerox, xeriscape, xenophobia.

garyk

It will be interesting to see the reaction when people see the price and the cost of whatever data plan they’ll try to stick ‘em with. And then there is the matter of battery life. Plus, they’ll probably get to deal with a genuine cellphone salesperson (just about as obnoxious as it gets).

Bryan Chaffin

Bet she isn?t a drone at the end of the commercial.

Accept that she is. smile

RonMacGuy

I love the irony here.  Motorola is implying that Apple users are the ‘unimaginative drones’ when they as a company have basically copied the hardware of the iPad and with a total lack of creativity dumped a generic OS on it that soon will be on nearly every other android tablet, turning all of them basically into the drones that they are accusing Apple of being.  Wow.  So bass-ackwards.

I would love to see Apple in 6 months release a similar commercial with a single iPad 2 user (hot blonde) walking among a sea of droid tablet users (let’s call them ‘droidlets’ - geeky looking guys, of course) all using the same android OS (another irony, seeing as how there are, what, 8 versions of android out there).  LOL, have them all looking back at the hot blonde as they go marching over a cliff:  First the Motorola droidlet, then the LG droidlet, then the Samsung droidlet, then the Sharp droidlet, then the Toshiba droidlet, then the Coby droidlet, then the Feihong droidlet, then the VG Media droidlet, then the Ontop droidlet, then the Shouying droidlet, then the Kneehigh droidlet, then the Shenzhen Neostra droidlet, then the Homeland droidlet, ... Hmm, did I miss any?  LMAO.  Man, this is good.  Who do I contact at Apple for this marketing idea?!?!?

Bryan Chaffin

Paul S: Your numbers are erroneous. iOS includes iPod touch and iPad, as well as iPhone, and iOS devices are still outselling Android OS devices.

Android phones are outselling iPhones, but Apple’s OS is still ahead of Google’s OS, which was the comparison you wanted to make.

That should change as time goes on, but you aren’t there yet.

Still, I think your point about the “geek” moniker is accurate.  Clearly non-geeks are buying Android device aplenty. My personal opinion is that many of those non-geeks aren’t very discerning users, kind of like most Windows users, but I haven’t looked for any empirical stats or other evidence to support that idea. It’s just a gut feeling.

If I’m right, however, it would go far to explain why Android users as a whole buy so, so many fewer apps than iOS users, but that’s just an aside.

RonMacGuy

Android phones are outselling iPhones, but Apple?s OS is still ahead of Google?s OS, which was the comparison you wanted to make.

And given the news today that more customers had ordered the Verizon iPhone in the first two hours (from 3 AM to 5 AM Eastern) than in the full day of any previous phone launch, I think the android growth curve may take a bit of a slowdown for a while…  So long as Apple can make enough to fill demand.

So easy for droid fans to forget that Apple is a lone company making a single phone on (until now) a single network, compared to the countless droid phones from many manufacturers across every single USA cellular network.

But, I know so many who are now disillusioned with their android phones.  As their contracts are up, a lot of them will now buy Verizon iPhones.  It is inevitable.

archimedes

Bosco (Brad Hutchings) said:Bet she isn?t a drone at the end of the commercial.
Accept that she is.

For a moment I thought you might have meant “except,” but then I realized you were addressing Bosco:

“[Bosco, just] accept [the undeniable fact] that she is [still an Apple drone at the end of the commercial.]”

archimedes

But, I know so many who are now disillusioned with their android phones.? As their contracts are up, a lot of them will now buy Verizon iPhones.? It is inevitable.

Android is the Windows of the future, but it’s a much better imitation of iOS than Windows is of Mac OS.

Tanz

Double irony. The motorola thing looks like an iPad. And motorola was not even creative enough to create a commercial without using Apple as a reference.

So let’s sum up.

A. The moto thing LOOKS like an iPad. Most people will think that it is in fact an iPad. Created by Apple.
B. The commercial references Apple (for those who are old enough to remember and geeky enough to pay attention to something like an old commercial… not many people) was also commissioned and created by Apple.

The effect of this commercial: None. A waste of space and money. Why? Because motorola does not have a product as good as the iPad. There’s nothing for the people to rebel against.

Lee Dronick

Android is the Windows of the future, but it?s a much better imitation of iOS than Windows is of Mac OS.

That sounds spot on.

Lee Dronick

So let?s sum up.

A. The moto thing LOOKS like an iPad. Most people will think that it is in fact an iPad. Created by Apple.
B. The commercial references Apple (for those who are old enough to remember and geeky enough to pay attention to something like an old commercial? not many people) was also commissioned and created by Apple.

If that is the entire ad then I am not seeing where it says what is the product and who makes it. I suspect that there will be some following ads that build upon this one. If not then the person who created should be sent to room 101.

As to the ad on this page being Flash there is now copy in H264 on YouTube. I went there looking for a longer version of the ad.

Bosco (Brad Hutchings)

A. The moto thing LOOKS like an iPad. Most people will think that it is in fact an iPad. Created by Apple.

You must think people are stupid. The Xoom has a 16:9 display and everybody knows that an iPad has a 4:3 display, just like their old television sets.

Dean Lewis

Interestingly, I think this is more like Apple’s “Lemmings” ad, which followed the 1984 ad and bombed because people were offended that they were all called lemmings. The 1984 ad didn’t make fun of the people—it mocked a corporation. It was about fighting against the corporate power; not about having to change yourself so you aren’t a stupid drone.

And that is what companies who try to be like (or advertise like) Apple don’t get, and why they’ll never be like Apple.

RonMacGuy

You must think people are stupid. The Xoom has a 16:9 display and everybody knows that an iPad has a 4:3 display, just like their old television sets.

Right, because people are going to be looking at the aspect ratio and not the book app (that looks like turning the page on the iPad).  Aspect ratio may be different, but most people will think about the only tablet they have been hearing about - the iPad.

Secular Egalitarian Antitheist Liberal Skeptic

How ironic is it for a device that uses a Operating System that calls its self Android and its mascot is a robot to be calling another company drones? ROFLMAO.

Secular Egalitarian Antitheist Liberal Skeptic

I own a macbook pro but the Apple fanboys are a bitch to bear. Steve Jobs saw the GUI and the mouse on a visit to Xerox. He asked what they were going to do with the technology and they said nothing its just an R&D project so Steve Jobs copied it. Steve Jobs never gave nothing to teh mac that Xerox hadn’t already invented. LOL

Lee Dronick

I own a macbook pro but the Apple fanboys are a bitch to bear. Steve Jobs saw the GUI and the mouse on a visit to Xerox. He asked what they were going to do with the technology and they said nothing its just an R&D project so Steve Jobs copied it. Steve Jobs never gave nothing to teh mac that Xerox hadn?t already invented. LOL

It didn’t quite happen that way.

Did you copy your language and your mannerisms from your parents and others or are they all original?

Bosco (Brad Hutchings)

Ron, I have you on ignore because you have absolutely no sense of humor. Geez.

Bryan, as a confidante of @OGOchoCinco, I have actually seen the whole commercial. Our hero does get the hoodied hottie and takes her back to his place where she joins him and his girlfriend on the couch after losing her drone costume. They sit late into the night, each with Moto Xoom in hand, playing Mad Chad.

wab95

Somehow this loaded twice, see below.

wab95

Issues of OS preference, superiority and market share aside, consider the advert.

The first time a concept that resonates with cultural reality is introduced to a population, it makes an impact. Think of it as an analogy of the human immune system; when exposed to something to which the immune system has no prior exposure, in other words to which it is immunologically naive, the infection is overwhelming - it literally goes viral. The next time that the immune system sees that bug, the infection is less virulent, if it gains traction at all. The same is true with ideas and concepts - the stuff of TV adverts and movies. Alien, Harry Potter and Matrix knock-offs, even if they make some moolah, never achieve the culturally altering impact of the original. Despite all the imitations on the theme, there is only one Mary Shelley’s Frankenstein.

People who dislike Apple, and the Android faithful, will do the fist pump at the advert, but for most it will not be a transformative experience. History is not on the side of this advert being a game-changer.

The same will likely hold true for the tablet market itself. The iPad is the standard to beat, and henceforth, we are looking at variations on a theme and spec tweaks.

What is to be hoped is that if Honeycomb can overcome some of the performance hiccups that have been reported (delayed and/or jerky responsiveness, etc), that we will have a genuine competition between iOS and Android, something that supporters of either platform should relish, because in the end, it is the consumer who wins that contest.

Jamie

The irony of a commercial plugging a product that’s a copy of the company being derided’s product cancels the entire thing out, IMHO. That, to me, is what the other guys don’t seem to grasp. I would love to know at precisely which point in the copying process they convince themselves that, no, “This is our original idea! We are GENIUSES.”, and the source material goes by the wayside. I’m in favor of healthy competition, but wow is this not it. Whatever you say, Moto. raspberry

lrd

Motorola better start selling those Android clunkers @ three for one at Verizon.

Because starting next Thursday the gig is over and sales are going to tank. I would guesstimate sales will drop at 30 to 40% maybe as high as 60%.

As for the XOOM it’s too late.

Like all we need is one more Honeycomb demo by Google and I’m going to puke.

Get it. Like that’s Google’s strategy for trying to keep their forked OS
relevant and in the meantime continuously delay shipping the crap.

RonMacGuy

Ron, I have you on ignore because you have absolutely no sense of humor. Geez.

Actually, Bosco, I have a pretty wicked sense of humor.  For you to think I have no sense of humor implies you tried to be funny somewhere (the aspect ratio comment?) and I didn’t catch it as a joke or find it humorous.  I would say it is more likely that you’re just not very funny as opposed to me not having a sense of humor.

Or maybe you just didn’t like my future Apple commercial.  But that would imply I’m not funny and nothing about my sense of humor.

You really confuse me Bosco.  Guess I just can’t keep up with you.  But ignore me all you want.

grin

Secular Egalitarian Antitheist Liberal Skeptic

wab95, When Henry Ford said Model T owners could have any color as long as it was black lost market share even though Ford was the first successful automobile company. Android allows for variety of experience and that can and does beat closed systems. It may take more Android innovation to reach that point but Apple may find itself lost in a sea of Android products and lose as it lost against all the Windows sea of computers.

I own Apple stock and a macbook. I love my macbook and am currently waiting for the new 2011 upgrade of the macbook pro. I do keep an eye on Android. Since I’m not a Apple fanboy I’d switch if there was a compelling reason to do so just as I switched from PC to Macbook.

I decided I wouldn’t get a Tablet but won’t Honeycomb specs make for a really neat Tablet?

wab95

When Henry Ford said Model T owners could have any color as long as it was black lost market share even though Ford was the first successful automobile company. Android allows for variety of experience and that can and does beat closed systems. It may take more Android innovation to reach that point but Apple may find itself lost in a sea of Android products and lose as it lost against all the Windows sea of computers

Secular:

I like these points, and agree in principle. I would simply respond by pointing out that ‘win’ and ‘lose’ are both a time-dependent phenomena and a matter of perspective. In the late 19th and early 20th Centuries, you could argue that China lost to the Western powers. Now, those same powers are reeling before a wave of Chinese economic and political might. Europe played the short game, the Chinese the long one; and the Chinese are just warming up.

I continue to argue that all indicators are that Apple are playing the long game.

Americans seem to believe that Henry Ford invented the car; he did not, nor did he have first mover market position. But that does not detract from your point that choice is king. Conceded, but I go back to my first point that win and loss, victory and defeat are a matter of perspective over time. Moreover, choice works best when it has functional relevance. A dizzying array of choice without functional meaning leads to paralysis in growth. This is what happened to Apple desktops back in the 90s. The superiority of streamlined offerings that different not only product but function was proved once SJ regained control.

Which leads to the second point of perspective. Apple does not need have the greatest market share to ‘win’, nor does a lesser share equate with ‘loss’. I have argued here and on the Finance Board forum that Microsoft’s dominance of the desktop space with Windows was an industry aberration without parallel in modern industry (think auto, oil, aerospace, or any other major industry). It is a case study in why in a virtual monopoly every one loses. This did not serve MS well nor the industry nor the consumer. MS became victims their own success, being cut flat-footed and unresponsive when the technology evolved (which begs the question of did they win the long game). The industry lost through all of the innovation stifled by MS’s domination, and consumers lost through absence of choice and the cost of security breaches. I no more want Apple to be the next MS than I do Google or anyone else. However, given the maturation of the tech industry, and the relative strengths of the competing companies, we are not likely to see such outsized dominance in any sector again. A relative dominance does not equal loss. Moreover, all Apple need to do is be more profitable than any single competitor to maintain an advantage in their chief arsenal, R&D. So long as Apple continue to innovate ahead of the curve, they maintain a priceless commodity, mindshare. In my view it is as plain as day; Apple are not playing for the market of the moment, they are playing for generational capture. And succeeding.

As for Honeycomb, yes, it is exciting. We may end up purchasing some Android tablets for our next vaccine trial, if I can convince our local partners to move beyond PDAs (dead-end HPs running Win), and if field tests pass muster. Android (Samsung) is easier to find where I am at present, and is infinitely better than the alternative.

MacUserSince1984

Motorola has created a great iPAD clone…. unfortunately it may just be a very popular IF it has enough apps to support it.  This is all very much like Windows 3…. in the old days.  Apple may have a hard time keeping up with the copy cats now. Even IF they do win some significant court battles they will probably be forced into licensing away many UI features that makes Android much like iOS.  I think the whole idea of the ad is kinda stupid since Motorola is just another iOS clone…. smile

MacUserSince1984

I love the irony here.? Motorola is implying that Apple users are the ?unimaginative drones? when they as a company have basically copied the hardware of the iPad and with a total lack of creativity dumped a generic OS on it that soon will be on nearly every other android tablet, turning all of them basically into the drones that they are accusing Apple of being.? Wow.? So bass-ackwards.

This sums it up pretty well.

Secular Egalitarian Antitheist Liberal Skeptic

Definitely we are in agreement. You’ve got some great insight and I appreciate your reply. Thanks for sharing.

PS

I love my macbook and will most likely buy a 2011 i5 macbook pro. OSX simply works for me.

Bosco (Brad Hutchings)

For perspective, here’s a Moto Droid commercial from late 2009.

By all accounts, Moto Droid was a quite successful handset. There is a lot about Apple’s approach that needs to be mocked, because mockery quickly differentiates. The reaction this Xoom commercial is already getting from the Mac fan sites tells me that it will hit a very raw nerve and actually connect with enough people for Xoom to be a decent success.

BTW, with Discovery channel on in the background, I’ve seen a Galaxy Tab spot run a few times this afternoon. Very strange for a product that isn’t actually selling. But then again, there is no chance that the Samsung exec who said they weren’t selling any was misquoted, is there? Listen to the embedded audio. If you’re still pushing the “quite small” story, you’re picking on a non-native English speaker, and that makes you kind of a jerk in my book.

BurmaYank

“Android sales more than double ios sales…”

Sorry, Paul S., but in the US, the reality is almost the opposite of what you said; read this and weep (or at least eat crow).

This graph?s amazing revelation is that US Android phones? sales are actually showing consistently poor relative success compared to US iPhone sales so far: the relative trend-slopes for US Android phones sales are actually unfavorable because the iOS & Android growth slopes are basically parallel, but iOS?s US sales are always more than Android?s total US sales (and all this is without the impact of the skyrocketing Verizon iPhone yet). 

A few observations on that page also caught my eye:
?-As of November, the ratio of iOS to Android users was more than 15 to 1 at AT&T.
-iOS at AT&T has twice the users as Android at Verizon?
-Since Verizon and AT&T have nearly the same number of subscribers, excluding RIM, which is common to both, AT&T has a far larger penetration of smartphones (16.5 million vs 7 million)...
-Other data from comScore shows that much of the gains for Android at Verizon have been at the cost of RIM, so Android has not been entirely additive.?

BurmaYank

Mark my words: from this point on thru the next few quarters, we will see Verizon’s Android sales suddenly flatline or even drop off.  Motorola, HTC, Samsung, etc. will need to get even more aggressive with freebies (e.g. 3-for-1 deals, etc.) in order to avoid losing ground.

If Sprint &/or T-Mobile ever sign up for iPhone, their Android sales will also suddenly flatline or drop at that point in the same way, but their total subscriber numbers would improve, then.

RonMacGuy

Hardly matters if they said “quite small” or “quite smooth” what are the numbers?  They won’t publish anything, which tells me sales are quite smoothly small, probably due to that pesky 2 year contract.

Xoom’s success will really be dependent on the price.  If it is at or above iPad 2 pricing then I really don’t think it will sell all that well.

Now here’s an interesting article:  Verizon Smartphone Owners

Hmm, 700 current Verizon smartphone owners surveyed - half of them will switch to Verizon iPhone.  66% Blackberry users and 44% of android users plan to get an iPhone.  Wow, is it possible there are that many dissatisfied android owners?!?!?

And after a record-breaking 3AM to 5AM iPhone pre-order that beat all other Verizon full-day new product launches.  Going to be tough for android phones to reach the 4:1 advantage over iPhone that someone predicted by year-end…

MacUserSince1984

I would love to see Apple release a similar commercial as stated above but they don’t need to.  Android “tablet” tales may overtake Apple at some point in time but a large number of those sales will be the $179.00 knockoffs you see advertised everywhere and on Ebay.  These all go into the pot when counting Android market share…... just junk.  And some of the so called high-end Android products are liable to be junk too…. just fancy junk.  Apple has a great - clean product and system that schools and business can rely on.  The Android world while very cool to the techies is still a very fragmented mess.  I think Motorola is making a mistake with this sort of advertising.

BurmaYank

“...Apple has a great - clean product and system that schools and business can rely on.? The Android world while very cool to the techies is still a very fragmented mess...”?

Could Android devices ever become widely adopted by US schools and businesses? 
- Obviously, never.

So, what will it mean to the Android platform if it thus never becomes competitive with the Blackberry & iOS (& Windows Phone 7) platforms in US schools and businesses? 
- Android would then have to wander down the path that the Sony BetaMax & HD DVD went down, when they failed to get caught up into the institutional mainstream.

Bosco (Brad Hutchings)

Could Android devices ever become widely adopted by US schools and businesses??
- Obviously, never.

I’m not sure what you consider the universe of “Android devices”. Does B&N’s Nook Color count? Because it is a real Android device. Hacked or not, it’s a great form factor and a great price point.

Bosco (Brad Hutchings)

Wow, you guys got your panties in a bunch over that! Cute ad.

RonMacGuy

Wow, you guys got your panties in a bunch over that! Cute ad.

Well Bosco, you and Motorola must bring out the worst in us.

Still ignoring me?  Or just having difficulty responding to such excellent references?

grin

Tiger

The room full of people I was in, most of them who don’t even own smartphones yet, thought the ad was lame. The comments ranged from “well, it looks just like an iPad” to “who spells Zoom with an X? It’s makes me think of exhume and dead bodies.”

Overall, the body of commercials was pretty lame. Our local ones did better.

archimedes

I own a macbook pro but the Apple fanboys are a bitch to bear. Steve Jobs saw the GUI and the mouse on a visit to Xerox. He asked what they were going to do with the technology and they said nothing its just an R&D project so Steve Jobs copied it. Steve Jobs never gave nothing to teh mac that Xerox hadn?t already invented. LOL

Not really.

Actually, Jobs took several *people* from Xerox, including Larry Tesler.

The remaining folks at Xerox produced the Star, which was a brilliant failure:

http://en.wikipedia.org/wiki/Xerox_Star

Apple ended up producing the Lisa, also a brilliant failure, but which created most of the features of the now-familiar Macintosh desktop:

http://www.folklore.org/StoryView.py?project=Macintosh;story=Busy_Being_Born.txt

Apple ended up producing the Macintosh in 1984, and the rest is history.

In addition to directing development of the Macintosh, iMac, iPhone, iPod and iPad, Jobs also designed the Calculator desk accessory.

ctopher

Do you know why the Xoom ad worked? Because people (well I had to explain it to my wife) equate the white earbuds with an Apple iPod.

Can you name another accessory that is tied so closely to a brand?

The white earbuds are not trademarked nor can they be protected in any way. Anyone can produce and sell them (and many do) but they are forever associated with Apple.

The fact that Moto can use an image of white earbuds to positively identify the competition shows that they are clearly playing catch-up.

What’s even stranger is they seem to be saying, all you people who use iPods are drones of Apple. But it doesn’t show how iPods relate to iPads. (e.g. they are showing those same drones beating their heads against the wall because Apple won’t let them side-load software).

In fact, as others here have pointed out, Moto doesn’t explain what make a Xoom better than an iPad. (Aspect ratio? seriously?)

OK, this was true of the original Apple 1984 commercial. It sold an image. A company that was going to make computers that were very different than the competitor (IBM). A company that was taking on the industry powerhouse and going to take it down.

Not much value there, but it got people’s attention and put Apple on the map.

Now some 16 years later, here comes an ad that echo’s Apple’s. But it doesn’t say we’re different, we’re better, we’re going to take down an industry powerhouse. Instead it seems to say, we’re the same, but different.

We Apple followers remember that 1984 Ad and can appreciate that Moto has (after a fashion) paid homage to it. Others may remember the original it and wonder why Moto is ripping it off. The uninitiated? They’ll say, that girl with the hoodie listening to her iPod is cuter than the rest of those drones. Oh, another Android Tablet.

ctopher

oops, I should have said “26 years later” (Actually, was it 27 years ago?)

Either way, that’s a long way to go for an homage…

Do Not Disconnect Film

This is not even the first time this concept was done. I am an indie filmmaker from LA, and I shot a short film, ?Do Not Disconnect? in 2009 with a girl breaking out of a world plugged into white headphones.  A world with no human interaction.

It wasn’t a shot at Apple.  It was just a fun film about how sometimes we need to “disconnect” from our tech.

Since we?re not expecting credit from Motorola, I?m asking people to please take a few minutes to watch how this idea was originally done.  Decide for yourself if you think this is too similar.

I?m not selling anything.  I just made a fun, heartfelt short film.

http://www.youtube.com/watch?v=hmRsfnZJh0c

Thank you!

Lee Dronick

Since we?re not expecting credit from Motorola, I?m asking people to please take a few minutes to watch how this idea was originally done.? Decide for yourself if you think this is too similar.

I don’t think that they are too similar, but I very much enjoyed your video. I won’t spoil it for those who have not yet viewed it, but the ending is very nice. I linked it from my FaceBook page.

My turn, see my son in the trailer for Coup D’Todd, he plays the paparazzi and comes in at about the 1 minute mark. They have done several indie type of films.

Do Not Disconnect Film

Thanks for sharing, Sir Harry! 

Just tell your son to keep at filmmaking.  It’s hard to break into, but worth it.

Lee Dronick

Just tell your son to keep at filmmaking.? It?s hard to break into, but worth it.

He is going for a communications degree, pays the bills between making movies for artistic purposes.

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