There are some brands that seem untouchable. They are so revered it is difficult to say a bad thing about them. This list includes Virgin, Nike, Barack Obama, Bono and, perhaps most of all, Apple.
How can you say something bad about Apple? This is the company that brought us the iPod and the iPhone and the brilliant Apple-Microsoft ads.
So when someone shows up and starts throwing stones at Apple it is a noticeable event. And that is precisely what Motorola is doing with the new teaser spot for Droid.
You can see the spot here:
Motorola directly attacks the iPhone; the spot highlights all the limitations of the iPhone and concludes “Everything iDon’t, Droid does.”
In tonality, Droid is the opposite of the iPhone. iPhone is happy and friendly and sociable. Droid is dark and a little scary.
If Apple is Nike, then Droid is Under Armour.
This is a smart strategy for Motorola. Attacking Apple is a difficult proposition. Pushing the edge only makes sense; Motorola needs to differentiate on a product basis and in attitude.
It is not certain this all will work. The product has to deliver and Motorola has to spend enough to break through. The marketing pitch will need to evolve into a campaign with a single, motivating benefit; now it is just a somewhat confusing teaser spot.
The results are not in but Motorola seems to be on the right track.