In case you missed the Xoom commercial Motorola aired during the Super Bowl XLV on Sunday, you really need to check it out – it’s awesome. Motorola paved the way for it with a teaser seen last week, which set the tone for the Big Brother-esque theme Apple had so effectively used to promote the original Macintosh in 1984.
The new Xoom commercial is rightfully entitled "Empower the People" because it paints the iPhone maker as a Big Brother of the technology world. What’s needed, the commercial suggests, is a tablet like the Xoom to break the Cupertino’s monopoly on innovation.
The derivative commercial is set in an "Orwellian, 1984-esque world where technology ? and people ? are limited by restrictive platforms," Motorola wrote on its official Facebook page. The company went to great lengths to recreate Apple’s Big Brother-esque sets.
Just like the original Macintosh commercial Ridley Scott directed in 1984, the Xoom advert opens with a scene showing a bunch of individuals wearing white hooded capes, familiar white ear buds sticking out of their ears. Completely oblivious to their surrounding, they’re seen stomping back and forth mindlessly, as if controlled by a sinister, omnipresent consciousness.
In the middle of this clone army is a laid back, casually dressed, Xoom-totting young man. Conveniently, he flips through the pages of the Nineteen Eighty-Four novel by George Orwell while waiting for a train at a station. We also see him using the new mapping app with great-looking three-dimensional maps that comes preloaded with Android 3.0 Honeycomb. In another scene, the same person is sitting in an office packed to the gills with robot-like proles.
He is then seen animating a pair of flowers on the tablet and beaming the clip wirelessly to a female clone with whom he had previously made an eye contact. Baffled, she stands up, her eyes sparkling, and removes her white earbuds. The commercial signs off with the call for "the tablet to create a better world," an obvious reference to Apple’s walled garden approach with the iPad. On their Facebook page Motorola referenced the Xoom as "the tablet for all of us." The company is expected to launch the Xoom as the world’s first and flagship Honeycomb slate later this month for a rumored $800.
I’ve included below both the Xoom commercial and the original Macintosh advertisement for comparison purposes. So, what do you guys think? Is this a masterstroke or a cheap attempt to piggy-back on one of the greatest commercials of all time, the 1984 Macintosh advert? Meet us in comments.