My friend Justin tweeted this and it really called out something I had noticed the first time I saw the Moto Xoom commercial. Motorola (and by extension Google) are doing advertising WRONG.
Below are the commercials for the Xoom, and the iPad. Notice anything? Motorola spends their time with spaceships, and flashy weirdness, some dude looking around the cockpit of a space pod, talking about technology specs (as a geek this appeals to me, but I’m the minority. I don’t need an ad to decide to buy something) and showing perhaps, 10 seconds of actual device screen, and most of that is a game. I get that the commercial is aimed at showing the game playability of the Xoom. Great, that commercial should be 3-4 down the line. Establish the device as usable first, then highlight game play (if you have to)
Now look at the iPad commercial.
Notice anything? It spends the entire time with nothing but the device. The hands belong to someone, but we don’t need to see him, nor do we need to see him approach the chair, look bewildered about the iPad just sitting on the chair unattended and then sit down, look around some more, be amazed at the quality of the chair’s leather, appreciate the stitching, etc, etc. We see hands using the iPad to do a number of things. Not one thing, many. Sure IMO they’re mostly stupid things I almost never do on my iPad, but the point is, they show how to use the iPad.
Motorola, fire your ad firm. Hire someone who’s at least used an iPad, and hopefully someone who’s used a Xoom. I know there isn’t a lot of apps made just for the xoom, that’s fine, the iPad commercial focuses on all built in apps. Sure later ones have focused on third party apps, but launch commercials are just the apps Apple shipped it with. Surely there’re enough built in honeycomb apps to make a 30 second commercial. Heck look at Apple. Photo viewer, video player, maps, calendar, etc. Nothing crazy, nothing flashy or “OMG THAT APP IS ON A TABLET!!!!” just everyday use apps.
I almost wonder if Motorola hired the same firm HP did with the pre commercials? I’m sure some ad wonk Don Draper wannabe will explain the ad is less about the device and more about the futuristic feel of it, or some ad wonk bullshit. That’s not what sells things in 2011. Maybe it did in the 70s and 80s when consumers (no offense mom and dad) were a bit more stupid and easily confused, but that’s not how it works now. LEARN OR DIE.