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Full Motorola Xoom Super Bowl ad: tablet for a better world

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







By Electronista Staff
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  1. JuanGuapo

    Fresh-Faced Recruit

    Joined: Jan 2008

    +18

    ROFL

    Oh man, that was great....what was it about again?

  1. stainless

    Fresh-Faced Recruit

    Joined: May 2005

    +45

    Survey Says, "It was an iPad commercial."

    If I was Moto, I would have been disappointed in my Marketing company. Every time they showed the Moto Tablet, I had a couple of my non-tech friends say, "Hey, that's that iPad." even though it was the Moto tablet. They make reference to the ear plugs and show the tablet, thus by default it is viewed as an iPad. Sorry, Moto but that was a waste of $3 million.

  1. jpellino

    Fresh-Faced Recruit

    Joined: Oct 1999

    +12

    Yawn

    Apparently the Black Eyed Peas hired all those white suited drones to dance at their halftime show.

  1. Onceler

    Fresh-Faced Recruit

    Joined: Mar 2006

    +30

    Ineffective

    That was an very ineffective commercial. They seemed to be suggesting that iPad users are mindless lemmings while the Xoom user is able to think for himself and do things that the iPad users cannot do. Yet everything he did can be done and is often done on the iPad. The fact is iPad users routinely do what he did and more every day. Nothing in the commercial showed that the Xoom was a better choice.

  1. aSevie

    Fresh-Faced Recruit

    Joined: Mar 2001

    +26

    Foxconn Commercial...

    I thought that was a commercial about a guy falling in love with a slave in the Foxconn factory...

  1. casper2341

    Fresh-Faced Recruit

    Joined: Feb 2011

    +17

    Simulated Display?!

    So they had to simulate all the display visuals, meaning that all that smooth gui might all be just the imagination of a talented gFX designer.

    Comment buried. Show
  1. leonpro

    Fresh-Faced Recruit

    Joined: May 2004

    -29

    It made a point crystal clear

    I'm an Apple user since the early days. I can only imagine buying Apple products including an iPad 2 when it comes out.

    I do agree with this ad that Apple has turned into an all-white affair it's practically numbing to look at and has ironically turned itself into it's own criticism of 1984.

    Being the design and marketing geniuses that they [Apple] are, it's mind-blowing how they can't get the hint and continue to create users who look like drones wearing white ear buds. Or perhaps that is their goal.

    Thank God for third-party products.

  1. davedawgnyc

    Fresh-Faced Recruit

    Joined: Oct 2005

    +11

    XOOM?!?!?!

    yeh, i don't even know how to pronounce their product. good luck selling it. #marketingfail

  1. VinitaBoy

    Fresh-Faced Recruit

    Joined: Oct 2001

    +14

    What, leonpro?

    Your point, if there actually is one here, is as clear as mud. What does the color white (actually not a color) have to do with being a user of Apple products? Using an iPad, iPod, or iPhone makes one a "conformist" of some kind? Huh? Clearly, your "praise" of Apple products in the first paragraph is but a trollism masking your true aversion to the company and its products. (And, for your edification and education, "it's" = "it is." "Its" = the possessive pronoun you should have used above.). Good luck with your third-party-product lifestyle, whatever that is.!

  1. createrio

    Fresh-Faced Recruit

    Joined: Jan 2011

    +9

    Zero surprise factor...

    ... and no emotional charge in this ad, it's just blah. It looks like another product that will try to be everything to everyone, in the end overly polite and with no personality. And I agree, the name is dull.

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