New Macho Droid Ads Depict iPhone As ‘Beauty Pageant Queen’

droid-princess-ad

The Droid, the Motorola-made smartphone sold by Verizon, is now taking the iPhone head-on, comparing Apple’s iconic handset to a “tiara-wearing digitally clueless beauty pageant queen.” The new ad, entitled “Pretty” features a blonde woman applying lipstick while walking and admiring an iPhone-looking device.

“It’s not a princess, it’s a robot,” the commercial intones, referring to the Android-based handset. “A phone that trades hair-do for can-do.” Verizon is the rival to AT&T, currently the exclusive iPhone carrier in the United States. Recently, Verizon and AT&T have traded salvos both on-air and in the courtroom.

The ads also take a more masculine tone. At one point, the spot comments the Droid can “rip through the Web like a circular saw through a ripe banana.” The Motorola handset is also described as “fast — racehorse duct-taped to a Scud missle fast.”

The move by Motorola and Verizon appears to be a change in tactics. After the initial “iDon’t Droid” ads used to launch the smartphone, Verizon turned its guns on AT&T. A series of ads depicting the iPhone on the “Island of Misfit Toys” claimed AT&T’s 3G coverage was lacking. Earlier this week, AT&T and Verizon asked a court to dismiss lawsuits filed over that ad and earlier “Map” ads.

The more aggressive Droid ads may also be a response to Apple’s decision to support AT&T. The macho slant may be prompted by a recent survey finding men more interested in Motorola’s Droid.

About the author

Ed SutherlandEd Sutherland is a veteran technology journalist who first heard of Apple when they grew on trees, Yahoo was run out of a Stanford dorm and Google was an unknown upstart. Since then, Sutherland has covered the whole technology landscape, concentrating on tracking the trends and figuring out the finances of large (and small) technology companies.

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