RIM needs to fire that advertising agency. The reason the iPad ads were so great was that they simply focused on the iPad's capabilities. In 30 seconds the ad demonstrated the versatility of the device without once mentioning the competition. Samsung learned from this when advertising its Galaxy Tab. Motorola did the same thing as RIM with its Honeycomb tablet, it simply blasted at Apple instead of highlighting the features of Honeycomb.
This. But most importantly, they showed what the tablet DID, not what enabled it to DO. Car commercials show the car driving in a nice, scenic landscape, in rain, or in some glorious city. Driving around looking good. They don't show the engine, they don't show the exhaust, they don't focus on the tires and the time it takes to get to 60mph. They focus on the whole package.
Apple is one company that knows how to do this, they focus on the entire package of what you're getting. You don't have an iPhone? you don't have all of these little things that make up, the iPhone. Of course I'm somewhat of a nerd and don't really like iOS due to its limitations, however the commercials are better than any other phone commercials I'm watching.
When the Xoom commercials started airing, I really wondered what Moto was doing.... yes it appeals to us nerds but chances are, we already know the specs and the information about the tablet. They need to capture the main audience, one that isn't interested in GPU/CPU specs, RAM, pixel density, and other technical specs. They want the experience.
Heck, the latest iPad 2 commercial is nice and shows what "musicians, doctors, etc." think about the tablet, however I as a consumer wouldn't even use one of those programs. Does that matter? Nope. The tablet LOOKS awesome and looks like something I would want to buy. Product sold.
