Motorola (NYSE: MOT) touts its new Xoom tablet in a Super Bowl ad — making a double-reference to Apple (NSDQ: AAPL), and unfortunately not really cutting out much of a unique space for itself. (Ad embedded after the jump.)
Apple first aired its own “1984” ad, directed by Ridley Scott, when it launched the Macintosh computer, nearly 16 years to the day Motorola aired its Xoom ad yesterday. Both take a page out of George Orwell’s novel of the same name, and lay out a world that is closed, creepy and soulless — to be broken, of course, by their respective products.
When Apple made its commercial, it was playing against the status quo of personal computer brands on the market at the time, which was largely dominated by the Commodore 64. Motorola takes the same form of Apple’s commercial — grey automatons trudging along in life — but uses it to rage against the status quo of today’s tablet market — created and dominated by Apple and its iOS system.
While Apple’s advert uses a colourful athlete slinging a hammer to literally shatter the automatons’ world; Moto goes for the rom-com angle, and seems to be quite happy to keep up the automatons’ life as long as we can add a bit of colour and love into it.
Will the Xoom really manage to make a dent into the iPad society as we know it? Some are skeptical of its reported $800 price tag, although that will likely see subsidies from service providers to bring it down.
And the Apple ad for good measure…