Motorola releases portion of Super Bowl ad portraying Apple users as Orwellian drones (with video)

“Motorola today sent out a segment of its teased Super Bowl ad that revealed its strongly anti-Apple rhetoric,” Electronista reports.

“The 15-second snippet portrays iPhone and iPad users as Orwellian proletarians, all wearing the same white hoodies and white earbuds,” Electronista reports. “The lone Motorola Xoom owner, appropriately reading 1984, is comparatively colorful and uses his tablet to help him find a flower shop.”

MacDailyNews Take: When doing a half-assed knockoff of an iconic Apple product, why not do the same to their famous Super Bowl ad, too?

Electronista notes, “The ad also carries a degree of irony as it encourages users to switch to a platform with as much market share in the smartphone world and controlled by Google, whose goal is to track users’ behavior.”

Read more in the full article here.

The leaked portion of the ad:

MacDailyNews Take: Motorola’s trade dress infringement is so severe, most Super Bowl partiers will think this is an iPad ad, if they notice it at all. For the teetotalers, this ad is tractionless pap that, so far, impresses the following message upon the viewer: “Get a Xoom to go with your Zune, Kin boy, you connoisseur of orphaned, dead-end tech, you.”

Motorola Mobility CEO Sanjay Jha: iDon’t have an original idea in my head, and neither does our ad agency.


  1. This ad spoofs itself, but I’d love to see Ellen Feiss as “the girl” doing her “what the?” face as Buck-the-Crowd-Boy offers her the flowers. Perhaps she’d accept them in sympathy.

  2. You can’t make a derivative product more popular by portraying it as “hip” in an expensive ad. Consumers are stupid, but they’re not that stupid. They’re only willing to go off the beaten path if the other product is either noticeably better or cheaper. The Xoom ain’t noticeably better. And cheaper products aren’t “hip”.

    Bottom line, this kind of commercial is always a waste of money. I think the only reason ads like this get approved is because they appeal to the egos of the men making the decision.


  3. Looks pretty thick, with cheap plastic back. My two cents. I do like the 3d google maps and the promise of upgrading to 4g (Although I have no idea what the means) it just sounds good.

    Playing catch up is so hard to do. Sucks for them.

  4. What am I missing? And why release a snippet if you want to have real impact? Gad, it is almost pathetically comical how these followers can’t even copy something properly.

  5. FAIL! People are smart enough to know that Moto is just desperate for attention with this ad.
    Apple ads show you what their stuff can do. Moto just shows desperation.

  6. Good marketing leverages what’s already in people’s heads.

    This approach will fail because Apple has been the “different” company for so long, it’s impossible to change people’s perception.

    Apple by definition is the outsider.

    Microsoft, Dell and thousands of tech journalists insisted on it for so long (and Apple happily adopted the brand-positioning).

    Only a few disgruntled PC and Android geeks think Apple isBig Brother”. The rest of the world thinks these few people are nuts.

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