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

By on Feb 4, 2011 at 3:20 PM
Tablets February 4, 2011

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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  • trewth

    The irony here is unbelievable – Google who watches/records/tracks everything you do on the web is calling Apple big brother…now thats the pot calling the kettle black

    • http://www.youtube.com/watch?v=AR6HpRLyzMY Walter Sobchak

      This is Moto, not Google.

      • http://twitter.com/DavidMcRaeJr David McRae Jr.

        Moto with a Google OS, so therefor Google is a part of it.

      • Tomm

        Do u blame Microsoft if dell makes a shitty computer?

      • http://www.facebook.com/profile.php?id=503037611 Brett Smith

        Can we throw the factory workers in from China too?

      • Norm 4GLTE

        actually DROID OS is part of it. DROID its own great thing.

      • Anonymous

        You dont have to be tracked if you dont want to. It takes all of 5 secs to make a dummy gmail acct for your phone. And your kidding yourself if you think Apple doesn’t track you and wouldn’t do it to Google’s extent if it could. Same thing with Google being open, no shyt their open they don’t have iTunes…

      • Timthetaylor

        actually it is google – see moto runs an OS called Android

      • http://www.youtube.com/watch?v=AR6HpRLyzMY Walter Sobchak

        Moto runs an OS called android? Really?
        If you were able to read you would see that he said Google is calling Apple big brother.
        The commercial is done by moto, no involvement from Google. It doesn’t take half a brain to see this.
        What is wrong with you idiots?
        By your retarded logic, if Asus takes a shot at dell, then Microsoft is taking a shot at Microsoft?
        You people are so freaking dense!

      • What123

        To walter below – for someone that criticizes how others read you should learn to understand what you read:

        The post is pointing out that moto uses google os – which google spys on everybody and is big brother – yet moto is calling apple big brother(ish) when in fact they should point that finger at their partner

      • http://www.youtube.com/watch?v=AR6HpRLyzMY Walter Sobchak

        @what123 below
        That is not what the post is pointing out. Obviously you can’t read either.
        “GOOGLE who watches/records/tracks everything you do on the web IS CALLING Apple big brother”
        Stop trying to make it say what you want. Learn to read. What is the subject, verb, and object? Where does he mention Moto?

      • What123

        @ walter – do you disagree that google spys on everybody and is big brotherish? If so – you are dilusional

        2 – do you understand that this is a moto/google product

        3 – do you understand the irony here? Regardless of whose commercial it is google is on the side of this commercial that is calling another company big brother

      • http://www.youtube.com/watch?v=AR6HpRLyzMY Walter Sobchak

        @what123 below
        Before I entertain your questions, why didn’t you answer mine
        By your retarded logic, if Asus takes a shot at dell, then Microsoft is taking a shot at Microsoft?
        So if Asus says Dell makes crappy products, does that mean Microsoft is calling Microsoft crappy?

      • Norm 4GLTE

        Actually its called the DROID OS. Don’t be retarded. DROID DOES and DOES extremely well on this tablet, the Motorola DROID Xoom 4G LTE. Let’s not get carried away here.

      • Tomm

        @what123

        Your ass-backwards logic doesn’t make me feel positive about the future. Thanks!

      • Norm 4GLTE

        It’s a DROID device so therefore it’s VZW, DROID, and Motorola.

    • Jroc869

      hell i was under the impression this was about isheep and not big brother??? looks like a bunch of sheep to me.

    • Mchick18

      That is really funny. Love it

  • http://twitter.com/salvador1974 Salvador Bobadilla

    Motorola got some nerves LOL. Today it was known by Verizon this: It took Verizon only two hours of having the iPhone 4 available for pre-order to break its all-time record for first day sales of a single device. That’s in spite of the fact it only opened up pre-orders to its own subscribers and did so at the dead of night. To be clear, between 3AM and 5AM (Engadget)

    That means lots of Droid user jump ship in less than 3 hours to get the Iphone.

    • Mike T

      So basically it means Moto’s commercial is pretty dead on. I don’t care if most of the world loves the Iphone. I like what I like. I don’t like having the same exact phone everyone else does. Plus Mr Apple himself…. Moto has been there and done that. They sold more Razor phones than god. I remember when everyone and their brother had a Razor. Thats right everyone!!!!!!!!! Lets also not forget the Star Tac. That phone sold and sold and sold and sold too. So I give Apple credit, but their not the Almighty alot of you make them out to be. If you like having the same exact phone with nothing but apps on every page more power to you. Some of us like to be different and customize are phone.

      • http://twitter.com/salvador1974 Salvador Bobadilla

        I think that verizon statement says it all. People want the same phone!!! Plus so what that we all have the same iphone? we all have the same PS3, Xbox 360, PSP, DRIOD, etc etc.

      • Mike T

        Alot of people also bought a Toyota Camry too. So what??? And no we all don’t have the same stuff. I guarantee my EVO looks way different than everyone elses. Thats why I like the Android OS. My phone doesn’t look like everyone elses. You pretty much have to take what ever Steve Jobs gives you. Your phone has to look just like his. You guys have to wait and wait and wait for basic features….. multitasking, MMS, even a freakin pic in the background. If you like it thats fine, but don’t go acting almight on here like Apple just cured cancer. Lets face it sheep will be sheep and they will buy a peice of $hit if it had an Apple logo on it.

      • Sean

        Dang son look at you putting your foot in your mouth. I don’t have the same xbox as everyone else. Ever stop to consider that some people modify their hardware because they feel it is not sufficient?

    • http://twitter.com/ampololo Andrews Amoo

      apple is branding everybody to use the same device, its wack, wack.

      • http://twitter.com/salvador1974 Salvador Bobadilla

        Apple makes reliable products, “and the numbers dont lie” ( JAY -Z’s voice) Apple is not branding anyone. People are branding Apple.

      • Mike T

        Yes they make reliable products, but you still have the same phone Steve Jobs has. You have to wait for him to tell you you want something. It’s kinda sad if you think about it. All of you Apple sheep waiting every year to see if he will throw you a bone.

      • Sean

        Reliable products my ass… I’ve seen more of those break than any other device, phone or otherwise.

      • VZGUEST

        @ Sean

        of course the same can be said to Honda Toyota etc. when they are the most reliable cars on earth. what’s your point?

        If it wasn’t for Apple who created the iPhone, you guys are probably still holding the Razr XYZ- or whatever!

      • VZGUEST

        @ Sean

        of course the same can be said to Honda Toyota etc. when they are the most reliable cars on earth. what’s your point?

        If it wasn’t for Apple who created the iPhone, you guys are probably still holding the Razr XYZ- or whatever!

    • Anonymous

      It does? Could it be Blackberry users perhaps? And considering that the vast majority of VZW users are NOT on smartphones, that is just wishful thinking isnt it?

      • http://twitter.com/salvador1974 Salvador Bobadilla

        Im going to leave on this note: Many manufactor makes Android phone. But apple only makes one! With ONE PHONE apple kills the competition. Come next keynote, the game would change and the lines would grow. So take your Evo and your Galaxy tab, and sell it on craiglist son.

        Later.

      • Anonymous

        And now that Android sells more devices than iOS, this is the only argument left… The “one phone” vs any “one” manufacturer…LOL
        But no matter how you slice it… Yes, the iPhone sells more than any ONE android device.
        But the Android OS, sells more than the iOS… Period.

      • Anonymous

        @zapote21

        It takes 1 million different Android phones to match one iPhone. Can you name one single Android phone that has outsold the iPhone?

    • jjbigs

      So my question is where are you getting your numbers from stating that a lot of Droid users jumped ship.. I think not.. a lot of general phone users went to the iphone not just smartphone users.. what abt the BB or winmo phones?? I guess that thoes ppl dont count as this has turned into a pisssing match between apple fanboys and google fanboys.

  • Bigbudha

    Boring!!!!!!! Epic fail moto.

    • http://twitter.com/mfg68 MFG

      Yup. The first 15 seconds of a 60 second commercial equals failure. Yeah, you’re so right.

  • http://rmbo47.myopenid.com/ rmbo47

    Motorola is “taking a shot” at Apple with this? The original “1984″ commercial aired TWENTY EIGHT YEARS AGO! Way to stay current Moto! Freakin’ tossers. No wonder their handsets suck.

    • Sean

      Ok… please tell me you aren’t that big of an idiot. Ever heard of a book called 1984? Please educate yourself and perhaps you will see the meaning behind that commercial. Moto is calling Apple out for becoming the very thing they once loathed.

      • http://rmbo47.myopenid.com/ rmbo47

        And it’s taken them TWENTY EIGHT YEARS to come up with this little gem?? Cmon dude, even a hater like you has to see how weak that is! LOL!!!

  • http://twitter.com/ampololo Andrews Amoo

    Apples model T manufacturing is no no. you can have one as long as its black iphone ..

  • Viktorcode

    I remember last years’ Droid does campaign. Became obsolete as soon as iPhone 4 appeared, because it targeted specs. Now, it is partially specs (which will be made obsolete by iPad 2) and partially “freedom”. Without going deep into the details why, let me predict this: this summer nobody would be remembering Xoom. Again, it will be all iThis and iThat. And it’s not Apple brainwashing. It’s Moto’s failure in choosing their target audience.

  • Anonymous

    A sea of clones lol.

  • Stan Winstone

    The pathetic thing is I thought that was an iPad at first, then I realized it was an iPad ripoff, er I mean iPad Killer. Goodbye Moto

  • Wayne5

    The guy in the add is absolutely Apple-style!
    And why does the thing he´s using reminds me of a thing a California based company released a year ago?

    Motorola should be changed in AACC (Another-Apple-Copying-Company) or Motosaur.

  • Ickray

    Right on Moto. Apple is the new evil.

  • Anonymous

    I heard the Xoom runs arcade games slow. Other than that. It’s ok.

  • yc

    If you use mass transit, you do notice that everyone has an iPhone, iPod or iPad.
    When a better product comes out, they will switch but not before.

    Motorola’s products are inferior so this ad will not help much.

  • macboy15

    Wow another android os garbage tablet. Don’t get this one people there will be 100 more fragmented tablet with android os on it to come within the year. Just like the phones. Good thing apple started this new trend of tablets so all can follow. Just like the iphone. “As apple does, so does the industry”.

  • Anonymous

    They look like a bunch of human tampons.

  • Anonymous

    Judging by the comments Motorola is right on. People really are mindless Apple drones.

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