updated 07:45 pm EST, Sun February 6, 2011
Motorola's full Xoom ad has Android courting iPad
Motorola has just aired its full, promised Super Bowl ad for the Xoom (below). The minute-long spot now shows the Android 3.0 tablet's owner trying to court a beautiful woman trapped in the Orwellian world of Apple's iPad. 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," Motorola says, without mentioning any details beyond it being the first Android 3.0 tablet.
Its device should be one of the fastest tablets in the world and may still have advantages even over a second-generation iPad, including a five-megapixel back camera, a two-megapixel front camera and the option to upgrade from 3G to 4G later on this year. Apple is expected to have a dual-core iPad with dual cameras, but many of the details aren't known.
Rhetoric has been significantly toned down in the ad from the original teaser and Motorola's web ads, which have focused most on the "2011 isn't like 1984" angle and have been overtly hostile. The ad is regardless relatively negative and targets those already determined to rebel against the iPad rather than attempting to lure users over.
Such ads have had relatively limited success. Apple gained an initial amount of early publicity with its famous Ridley Scott 1984 ad but quickly floundered after it began attacking IBM PC office app users, calling them mindless in its 1985 "Lemmings" commercial. SanDisk also tried actively insulting iPod users with its "iDon't" ads but was unable to stop Apple from claiming most of its market share and eventually