Motorola Launches Droid Attack

Motorola, which partnered with Apple for its Rokr phone two years before Apple launched the iPhone, is taking aim at its old rival with a new ad that denigrates the iPhone’s functionality.

The ad, via mcgarrybowen, is a series of statements about what the iPhone doesn’t do, such as “iDon’t have a real keyboard” and “iDon’t run simultaneous apps” that appear against a blue screen as a jaunty rock song plays. It concludes “everything iDon’t, Droid does” and points viewers to droiddoes.com.

Droid, which goes on sale on Nov. 6 through Verizon, is one of the first phones to sport Google’s Android software, though Sprint and T-Mobile also offer Android-based devices. Verizon’s highest profile smart phone, the BlackBerry Storm, got lukewarm reviews in part because of its cramped keyboard.

The ad is the latest round in what looks to be a volley of claims about smartphone functionality. Earlier this month, Microsoft released a campaign for Windows Mobile that played up the ability to take apps like Twitter and Internet Explorer on the road with you. Analysts noted that the Microsoft mobile operating system had lost ground to competitors like Apple. Though Gartner Group pegged Android’s market share at 2 percent of all smart phones for the second quarter of 2009, Google CEO Eric Schmidt, speaking during the company’s most recent quarterly earnings call, said that adoption for Android “is about to explode.”

Motorola reps couldn’t be reached for comment about the new ads. Motorola spent just $2 million on advertising in 2008 per Nielsen.



Publish date: October 19, 2009 https://dev.adweek.com/brand-marketing/motorola-launches-droid-attack-106542/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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