Motorola previews Super Bowl XOOM ad; shots fired at Apple now more subtle

As it turns out, Motorola’s Super Bowl XLV television advertisement won’t be as blatant a shot at Apple as the teaser spot we showed you on earlier this week. Orwell’s 1984 is still the theme, however, and we all know why. Motorola debuted a preview of its upcoming Super Bowl spot on Friday, and the full advertisement will run on Sunday during the game. Dubbed “Empower the People,” the commercial pitches Motorola’s upcoming XOOM tablet as an orange in a world full of, ahem, apples. “The Super Bowl offers a special opportunity to connect a broader consumer audience to our new company, brand and devices as the most watched and celebrated sporting event of the year,” said Motorola Mobility CMO Bill Ogle in a statement. “Our new ad featuring Motorola XOOM demonstrates how people have more options to connect with each other, in a very personal way, through technology.” Hit the break for the video preview of Motorola’s commercial for its upcoming XOOM tablet, along with a press release.

Motorola Mobility Debuts “Empower the People” Ad Showcasing Award-Winning Motorola XOOM Tablet During Super Bowl XLV

LIBERTYVILLE, Ill – Feb. 4, 2011 – Today Motorola Mobility, Inc. (NYSE: MMI), announced that it will debut a new commercial during the second quarter of the Super Bowl XLV telecast. Created by Anomaly New York, the ad will feature Motorola XOOM™, the first device running the Android™ 3.0 Honeycomb operating system designed specifically for tablets.

On the heels of becoming a new company in early January, Motorola Mobility launched a portfolio of devices at the 2011 Consumer Electronics Show and received numerous awards for introducing innovative mobile devices. Most notably, Motorola XOOM was singled out among more than 20,000 products to win the coveted 2011 CNET “Best of Show” award.

As follow up to the recent unveiling of Motorola XOOM, the 60-second spot entitled “Empower the People” embodies Motorola Mobility’s commitment to developing intuitive technology to help simplify, connect and enrich people’s lives. Motorola XOOM redefines the ever-growing tablet category by providing more ways to have fun, connect with friends and stay productive on the go. Watch videos, play games, read books and surf the Web all on Motorola XOOM’s 10.1” HD widescreen display.

Just as “Tablet Evolution” (http://www.youtube.com/watch?v=quI2I8wLPdc) got people buzzing before the CES Motorola XOOM announcement, “Goodbye 1984” (http://www.youtube.com/watch?v=ndhuEUX1kIU) further generates interest in the Super Bowl XLV spot and new award-winning tablet.

“The Super Bowl offers a special opportunity to connect a broader consumer audience to our new company, brand and devices as the most watched and celebrated sporting event of the year,” said Bill Ogle, chief marketing officer of Motorola Mobility. “Our new ad featuring Motorola XOOM demonstrates how people have more options to connect with each other, in a very personal way, through technology.”

The stylishly thin Motorola XOOM boasts a dual core processor for a smooth performance and its sleek design features a front-facing camera for video chats over Wi-Fi or 3G/4G LTE, as well as a rear-facing camera. Motorola XOOM is the first tablet to connect to the new Google Mobile Innovation service offering books, music and movies – anytime, anywhere.

In addition to being an official wireless provider for the NFL and Super Bowl XLV advertiser, Motorola Mobility will be the first-ever title sponsor of the Maxim party.

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