Xoom Super Bowl commercial reaction?Change anything for all iPad owners/soon-buyers?

[GadgetAddict]

I don't get the comments that have "fail" or "epic fail" etc. I mean, I get them but come on. It's one thing to be an Apple fan it's another to be an Apple fanatic. I am a consumer as 99% of the readers and posters of this forum are. Why would anyone so fanatically support Apple unless they're paid to do so?

The commercial was a really good one IMO for what it was meant to express. It did not showcase the features of the Xoom, moreover most people could easily take it for an iPad. But it very effectively showed how Apple has dominated to the point where people now blindly buy their products.

And the music was awesome, you've got to admit that..

I don't know how good or bad the Xoom is. I hope it's really good. Because those who will gain most from the competition are us, the consumers.

 

[poloponies]

For those who are saying the ad didn't show off what the Xoom could do versus the iPad are missing the point. The ad was primarily concerned with setting up individuality as opposed to being an 'iZombie'. On that basis, I think it worked. How many times have you gotten on the subway, bus, etc and seen every other person wearing white earbuds? It's pretty ridiculous. Eventually, however, Google will dominate the tablet market and they'll be the 'Big Brother' they're accusing Apple of being. What goes around, comes around.

This brings to mind Sandisk's "iDon't" campaign for their Sansa accusing iPod users of being sheep. I'm not sure what the upside is of telling millions of satisfied iPad customers that they're idiots for buying a product that works for them. It's also sort of like the commercial for - and the funny thing is I can't recall the car - the SUV that wasn't like the million Lexus RXs that popped up everywhere the driver looked. I remember the RX but not the company that was selling the competing car.

 

[Amazing Iceman]

What do you mean? That wasn't an iPad commercial. My wife thought so.

9 out of 10 people watching at my friend's house said: "Look... and iPad!".
The 1 who didn't was me.

The iPad already set a huge footprint in the tablet market. A lot of people call iPad to any tablet.

Just like the iPod set a footprint in the MP3 player market, and not even the Zune or similar could beat it, the iPad is here to stay, and it's strong.

Apple got the upper hand with their incredible marketing strategies.

 

[neutrino23]

Where can I get the white clothes?

+1
I'd like a white windbreaker like that.


As Gruber pointed out, the one thing they got right was the ratio of Xoom users to iPad users.

 

[MrWillie]

9 out of 10 people watching at my friend's house said: "Look... and iPad!".
The 1 who didn't was me.

The iPad already set a huge footprint in the tablet market. A lot of people call iPad to any tablet.

Just like the iPod set a footprint in the MP3 player market, and not even the Zune or similar could beat it, the iPad is here to stay, and it's strong.

Apple got the upper hand with their incredible marketing strategies.

The only reason why I 'got' it was because I read about it before hand. I am not sure how many people knew what it was about.

Its not just marketing, if it was these execs at other companies would hire good marketing people. I think they just want to get a little slice of the pie (like they do with smart phones). I really don't think that they are dumb enough to try to go head to head with the iPad, thus plays Flash blurb on all there specs. For the INDIVIDUAL Andriod manufactures it's a little too little a little to late.

Waiting for the "Oh, dear" reply. AGAIN

 

[h00ligan]

Commercial didn't change anything for me...I was already considering getting away from apple tablets due to constraints

The. iPad can meet all zoom specs, maybe even exceed them and there's still a good chance I'm leaving because of apples micro control. It's fine on my phone...it's not on my tablet.

 

[Cha]

I am a bit embarrassed... When I initially watched the commercial, I thought it was for the iPad. I did not realize that it was the Xoom until the end... I wish the commercial focused more on the different capabilities of the Xoom. I think the commercial was too artistic and subtle.

 

[Michael CM1]

I doubt the average consumer made the connection with Apple's 1984 ad
Most of them wouldn't know Apple's 1984 commercial at all
You have to remember, the average consumer doesn't frequent MR and hang on every tech trend

As mentioned above, the average consumer has heard the hype about the iPad
And they would assume this was an iPad unless they paid close attention at the very end, which is unlikely as well

It was a big gamble to NOT identify the Xoom from the beginning and to NOT show what the Xoom was capable of doing and just making allusions to Apple instead, and it is one I think they gambled on and lost

As an iPad owner, the appeal of a Xoom wouldn't be to break free from Apple, but to see a device that gives me more than my iPad

For those who aren't iPad owners, this would seem more like an iPad commercial since that is all they know

It might work if used with a target audience who understands it
But the Super Bowl audience wasn't likely to get it

I was 5 years old when the 1984 ad ran. I only know if it because I heard about it and have watched it on YouTube out of curiousity. It had zero impact on me because, well, I was 5. I'm betting people who are up to 40, 45 now didn't really pay attention to it as some big thing. That's especially true if they're not technophiles.

I read an article about this elsewhere that mentioned yet another party where someone asked, "Is that an iPad?"

It was definitely risky to advertise without telling people "THIS IS NOT AN IPAD" at the beginning. I saw the video after reading an article about it, so I knew it was a Xoom, but I bet I'm in the minority. I also only got the symbolism after reading what it was. It was a passive-agressive dig at Apple that only a few thousand will probably get. At least the PC/Mac and Microsoft's lame rebuttal ads came out with a slam at the other guy that wasn't quite as veiled.

After reading that the Xoom REQUIRES a contract to even use WiFi, I called epic fail on it. With the coming personal hotspot feature on iPhones, why would I need to pay for another contract and for more hardware in the device?

 

[gatearray]

Commercial didn't change anything for me...I was already considering getting away from apple tablets due to constraints

The. iPad can meet all zoom specs, maybe even exceed them and there's still a good chance I'm leaving because of apples micro control. It's fine on my phone...it's not on my tablet.

What's the first thing you'll do on the Xoom once you're not under Apple's "micro control"?

 

[MrWillie]

What's the first thing you'll do on the Xoom once you're not under Apple's "micro control"?

1) Pay fee to activate the device, even if using 3G is not desirable.
2) Sync device.
3) Send all your information on the device to Google, so they can send you ads that are more relevant.
4) Log on to MacRumors and start and new thread (in the iPad section of course) complaining that the Xoom sucks, but that the recently announced Galaxy Tab Two looks interesting.

 

[shen]

Actual conversation during that ad.

Mother: Why are they all wearing white and earphones?

Me: The Ad is making fun of Apple.

Mother: Then why is that man using an iPad?

Me: That is a xoom.

Mother: Is that what they are calling the iPad 2? I think they should keep the iPad name.

Me: ....

Mother: Wait, I thought Apple made the iPad?

Me: yes, they...

Mother: Then why are they making fun of their own products? I don't understand superbowl ads. Should I get the new iPad xoom? Does it do anything mine doesn't?

 

[h00ligan]

What's the first thing you'll do on the Xoom once you're not under Apple's "micro control"?

Just one? How about a few...

Install flash so I can browse news sites with video embedded rss feeds,
install a browser that can have plugins
install apps without having to tether
play non apple video formats without having to drag and drop through itunes
mount samba shares with various file types
use real multitasking
enjoy notifications that aren't as intrusive
download web files without jumping through hoops
upload files with real access to a file system
hopefully enjoy a product that is fast enough to keep up with touch typing so it stops hiccuping and autocorrecting poorly
Change the default browser without jailbreaking if there is one better... same for email, photo viewing, etc..


I'll probably think of more, that's just off the top of my head.

I don't use my ipad to store media, i stream it.. and it's a huge pita now require dropbox work arounds, third party apps, and patience. The view on flash is stubborn and there to protect their profits from apps imo.

I bought an ebook today.. from a photography site. hoop jumping to read it without tethering. yes I'm used to it, but I shouldn't have to be.

It's ridiculous that there is such an anti non apple mentality. The ipad is fine for a gen one product.. but it also has a glass ceiling. I appreciate my iphone, macbook pro, etc.. heaven forbid the heretic who finds fault with any apple good.. sheesh.

 

[Mitchrapp]

I am a bit embarrassed... When I initially watched the commercial, I thought it was for the iPad. I did not realize that it was the Xoom until the end... I wish the commercial focused more on the different capabilities of the Xoom. I think the commercial was too artistic and subtle.

SB commercia's try to make fun, poke fun or be fun, as in funny.

 

[Mitchrapp]

When they first showed the xoom ad, it said motorola. Not easy to see but with my bad eyes on first watch I saw it.

 

[Stealthipad]

If you want a device that is free to do what YOU want to do and not want Jobs ALLOWS you to do, Xoom!

 

[Tunster]

If you want a device that is free to do what YOU want to do and not want Jobs ALLOWS you to do, Xoom!

Shame my iPad allows me to what I want. It doesn't point a gun at me if I don't install a certain app.

 

[Piggie]

Shame my iPad allows me to what I want. It doesn't point a gun at me if I don't install a certain app.

Some people wants & needs are different to others.

You have to sell a toolbox to people and they pick the tools they wish to use for the job.
If you select the tools you think they should use, then there will be many who can't do what they want as you have not included that tool.

Or course you cannot fit every tool there is into a small toolbox, but you should do your best to cover as many options as possible.

Screwdriver, Steel hammer, Plastic mallet, Centre punch, set of HSS drills, wood saw, hacksaw, chisels, Steel rule, Spirit level.

However, someone may then want to drill a hole in a brick wall, but you have not inclused any masonry drills, as you don't think people should be drilling holes in brick walls, as wood/plaster walls are all the modern person should have around them.

Then the person is stuck.

 

[NebulaClash]

The commercial was a really good one IMO for what it was meant to express. It did not showcase the features of the Xoom, moreover most people could easily take it for an iPad. But it very effectively showed how Apple has dominated to the point where people now blindly buy their products.

Your first sentence doesn't agree with your second sentence. What you ultimately are saying is that Moto did not focus on their product and most people probably mistook it for another product, but it is a good commercial because it made fun of their prospective customers.

It's not a good idea to make your target audience (tablet buyers who, at this moment, are almost exclusively Apple iPad buyers) look like idiots. That's a classic marketing blunder.

Furthermore, Apple dominates because it makes products that work in ways the average person likes. People do not "blindly" buy their products, they buy them because they like the way they work. So if the commercial gave the impression to you that Apple buyers are blind sheep, that's another failure, for that's not true.

Yes, I know, the 1985 Super Bowl ad showed IBM users as lemmings -- and Apple was roundly criticized for doing just that and the ad went down in history as a notorious failure. Motorola just made the exact same mistake.

 

[GadgetAddict]

Your first sentence doesn't agree with your second sentence. What you ultimately are saying is that Moto did not focus on their product and most people probably mistook it for another product, but it is a good commercial because it made fun of their prospective customers.

It's not a good idea to make your target audience (tablet buyers who, at this moment, are almost exclusively Apple iPad buyers) look like idiots. That's a classic marketing blunder.

Furthermore, Apple dominates because it makes products that work in ways the average person likes. People do not "blindly" buy their products, they buy them because they like the way they work. So if the commercial gave the impression to you that Apple buyers are blind sheep, that's another failure, for that's not true.

Yes, I know, the 1985 Super Bowl ad showed IBM users as lemmings -- and Apple was roundly criticized for doing just that and the ad went down in history as a notorious failure. Motorola just made the exact same mistake.

Ok, let me expand on my argument. First thing that came to mind when I saw this commercial was "That was surprisingly good". From the artistic and the whole Apple-Big Brother point of view. Last thing that came to mind was "FAIL! Apple rulez!!!". I can understand how most people could easily pass the Xoom for an iPad on this commercial but I believe that the Motorola guys knew that, they are not idiots. I think the goal here was to attack Apple and not the iPad specifically. Problem is that it probably required to watch it 2-3 times for the mainstream consumer to realize this.

I will stand by my argument that most people now blindly buy Apple products. I am known as an "Apple guy" in my environment and the last year I've had so many friends, family and colleagues come to me because they bought a Mac or iPhone and didn't know how to perform the simplest of tasks. These were people that bought the products because they just wanted to join the buzz. Apple is not so successful just because they make good stuff. Their stuff have now become "trendy" and this is what has skyrocketed their sales. Personally I buy them because they make my life easier and more efficient. I don't know if the majority of Apple customers are like me but I highly doubt it. Maybe that was the case a while ago.

And yes, it's not very good to make consumers look like idiots. But is it a very popular tactic in marketing. Sometimes it's done in a "subtle" way and sometimes its more aggressive like this commercial.

I am excited to see what the future holds. So far the iPad had no competition and although many might argue that the Xoom, the Tab etc are subpar compared to the iPad, the bottom line is that Apple competitors are stepping their game up. And this will push Apple to make awesome products.

 

[Dorkington]

Nothing about a commercial is going to sway me.

That being said, I thought the commercial was pretty well done.

The Xoom looks to be a pretty decent tablet, Honeycomb looks awesome.

I'm holding on to my iPad until the iPad2/Honeycomb fight settles a bit in the coming months.

 

[iPhisch]

all the people I was with thought it was an iPad commercial

 

[Amazing Iceman]

The only reason why I 'got' it was because I read about it before hand. I am not sure how many people knew what it was about.

Its not just marketing, if it was these execs at other companies would hire good marketing people. I think they just want to get a little slice of the pie (like they do with smart phones). I really don't think that they are dumb enough to try to go head to head with the iPad, thus plays Flash blurb on all there specs. For the INDIVIDUAL Andriod manufactures it's a little too little a little to late.

Waiting for the "Oh, dear" reply. AGAIN

I would say the two main keywords of their marketing strategy is: "SIMPLE" and "STYLISH".

Most people don't like complicated gadgets. iOS devices are so easy to use that granny could master them in matter of minutes, yet it can be sophisticated enough for power users to do their work, and hackers to customize them.

 

[fertilized-egg]

I think the goal here was to attack Apple and not the iPad specifically. Problem is that it probably required to watch it 2-3 times for the mainstream consumer to realize this.

Let's think about it. At the end of the commercial, Moto should've invoked at least one of these feelings from the viewers:

- Wow I feel Apple is a big brother controlling all of us. I should consider Motorola or others' products because Apple's creepy.
- That Motorola tablet looks like a cool impressive device that can do things I've never seen before, I'm interested in the device.
- Wow that was a really cool visual! Motorola was it?

IMHO Motorola failed miserably. They didn't differentiate their product, didn't make their attack on Apple clear nor did they shock&awe the crowd with the production value. The only people "got it" was the same crowd who knew about the whole Android vs. iOS battle and wouldn't change their minds one way or another. It was well made but there was nothing shocking or special about the visual as a short movie. So what did Motorola achieve with it then?

It would've had some redeeming value if Motorola at least made a good parody or a deep question, but the attack was a hackneyed one that didn't go much beyond the old "iSheep" material and all I got was, and many others did too, that Android users are males desperate to date a hot girl who uses an iOS device, and they do it by impressing the girl with their Android tablets. It was hilarious but for all the wrong reasons.

 

[NebulaClash]

Ok, let me expand on my argument. First thing that came to mind when I saw this commercial was "That was surprisingly good". From the artistic and the whole Apple-Big Brother point of view. Last thing that came to mind was "FAIL! Apple rulez!!!". I can understand how most people could easily pass the Xoom for an iPad on this commercial but I believe that the Motorola guys knew that, they are not idiots. I think the goal here was to attack Apple and not the iPad specifically. Problem is that it probably required to watch it 2-3 times for the mainstream consumer to realize this.

I will stand by my argument that most people now blindly buy Apple products. I am known as an "Apple guy" in my environment and the last year I've had so many friends, family and colleagues come to me because they bought a Mac or iPhone and didn't know how to perform the simplest of tasks. These were people that bought the products because they just wanted to join the buzz. Apple is not so successful just because they make good stuff. Their stuff have now become "trendy" and this is what has skyrocketed their sales. Personally I buy them because they make my life easier and more efficient. I don't know if the majority of Apple customers are like me but I highly doubt it. Maybe that was the case a while ago.

And yes, it's not very good to make consumers look like idiots. But is it a very popular tactic in marketing. Sometimes it's done in a "subtle" way and sometimes its more aggressive like this commercial.

I am excited to see what the future holds. So far the iPad had no competition and although many might argue that the Xoom, the Tab etc are subpar compared to the iPad, the bottom line is that Apple competitors are stepping their game up. And this will push Apple to make awesome products.

Thank you for clarifying your intent. I think we can agree on many of things you are saying. Yes, there certainly are sheep among the Mac faithful, just as there are with any product people buy without thinking. And yes, the Moto commercial was fun to watch and cool looking.

It simply did not do the job they were hoping for.

 

[MacDawg]

The Xoom looks to be a pretty decent tablet, Honeycomb looks awesome.

While I agree that is probably true... did you get that from the commercial or from other sources?