Motorola channels its inner Ridley Scott with Super Bowl ad

Motorola channels its inner Ridley Scott with Super Bowl ad

Summary: Xoom: tablet for a better world. At least that's the pitch Motorola made tonight in its one-minute TV commercial during the SuperBowl. Was it artistic or just a cheap 1984 knockoff?

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Xoom: the tablet to create a better world. That's the pitch Motorola made tonight in its one-minute TV commercial that ran tonight during Super Bowl XLV.

In a spot dubbed Empower The People (embedded below), Motorola featured its new Xoom tablet which is aimed squarely at the iPad.

The ad pays homage to Apple's famous 1984 commercial by Ridely Scott, by inverting his dark grey vision of the future into an errie, antiseptic place inhabited by lifeless drones that mouth the words to phantom music coming from their white earbuds.

The spot shows a few Android apps, including using Maps to find a florist, one to create a movie and YouTube, but the kicker is when the protagonist "turns the page" on Orwell's 1984 eBook while waiting on the train platform.

Subtle guys, subtle.

The best thing that I can say about the Xoom ad is that it's mildly more entertaining that those wretched AT&T/Verizon ads.

What's you're review of the Motorola Xoom spot?

Topics: Hardware, Apple, Laptops, Mobility, Tablets

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10 comments
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  • All screen images simulated !

    Just notice that your image is mentioning that all screen images are simulated.<br><br>In other words, you are not seeing the real thing...
    papyrus100
  • Apple gets a taste of it's own medicine.

    If there is any doubt that the Apple of today is Orwellian in nature, this ad takes that away.

    I give Moto huge props for this commercial. They had some balls to make it, but it's so true....
    The one and only, Cylon Centurion
    • RE: Motorola channels its inner Ridley Scott with Super Bowl ad

      @Cylon Centurion 0005 <br><br>Ok now go tell the average person on his/her way to buy an iPad that Apple is Orwellian in nature. Tell me if they (1) care or (2) have any idea what you're talking about, let alone even remembered about some 1984 Mac super bowl commercial.<br><br>This has to be the most pointless commercial I've ever seen, besides the recent WP7 "save us from our lovely phones" ads.
      dave95.
    • @Cylon Centurion 0005

      What an asinine but ironic statement.

      If anyone today is playing big brother (collecting personal info and keeping tabs on you, it's only profitable business) it's Google.

      So while the Google/Android crowd once again proves it can't come up with an original concept (whether a phone, tablet or TV ad), it blindly ignores the real Orwellian villain in Google.

      Funny but scary at the same time.
      MacCanuck
      • Agreed

        @MacCanuck

        Which is why I stay away from Google.
        The one and only, Cylon Centurion
  • RE: Motorola channels its inner Ridley Scott with Super Bowl ad

    Baah, I'll put this in room 101...
    dmendels
  • RE: Motorola channels its inner Ridley Scott with Super Bowl ad

    It was a cute spot. Probably worked as an ad.

    OTOH, it fails as social commentary. Sure, Apple is a vertical trust. Their business model was always that of a vertical trust at least since the Mac era began: hardware, software, content all seamlessly integrated. Like the Guggenheims: mines, smelters, finished goods production, with Microsoft, the OS Trust, playing the role of the Smelters Trust. But Orwellian, nope.

    The Apple 1984 ad wasn't just a swipe at Big Blue's market dominance, but a presentation of a vision of what wide-spread adoption of GUI-based computing, first introduced at the consumer level with the Mac in 1984, would mean socially, as the opposite of Orwell's dystopia. The Apple spot was almost prophetic: without GUI interfaces, the internet would still be the ARPAnet, and for all its potential for use in surveillance, the internet shifts the balance of power against the centralized state.
    dyetter
  • RE: Motorola channels its inner Ridley Scott with Super Bowl ad

    Not one percent as innovative as the original one, moreover 1984 is no longer 1984 when it comes to choice and content, when it comes to bullying we have reached 1984 a long long time ago ask Assange. Bottom line I have seen much more interesting commercials.
    rhon@...
  • Lots of irony here...

    The Apple fans mock the ad for being a copy of an Apple ad which originally was crafted to get users to "think different". Flash forward to today where Apple wants to control your entire computing experience and hold tight reigns over where you buy software for their platforms, what you can see on the web, where you can buy peripherals, what store you buy your apps from (and what pyament system they must go through), etc...

    Apple is everything their 1984 was trying to fight against, plus horribly arrogant to boot!

    Besides, anyone that allows a TV commercial to influence their purchasing decisions for ANYTHING is a sheep anyway!
    omdguy
    • RE: Motorola channels its inner Ridley Scott with Super Bowl ad

      @omdguy Actually, you are quite confused. Think different came along years after the 1984 spot. Where you can buy peripherals? Where'd you dream that up?

      I think you are confused on arrogance, too. Just because they are taking the lead in all areas, doesn't mean they are arrogant. Microsoft is the arrogant one, full of hubris. I guess they thought no one would ever wake up and realize how vapid all their 'tech' is, or that people like you would keep confusing folks forever based on nothing.

      The people won't even know what this commercial is about. But the MSFT/Android true believers have already made up their little minds about it--not that that will matter.
      comp_indiana