Second Verizon DROID commercial stealth attacks America
By Nilay Patel 
posted November 3rd 2009 8:53PM
posted November 3rd 2009 8:53PM
posted November 3rd 2009 8:53PM
A look back on popular stories from today in a specific year.
Now that we've thrown 'em off the trail, use the form below to get in touch with the people at Engadget. Please fill in all of the required fields because they're required.
This is awesome! I'm wickedly jealous right now... especially after T-Mo's outage tonight. I'm going back to VZW as soon as my contact is up.
The Droid must be a good thing, I haven't witnessed someone say that in years!
Are you being sarcastic michael? Or could someone be THAT pliable.
Just make sure you do not take a call while you surf on their 3G network. CDMA cannot do both.
haha @ Wwhat for the 'pliable' comment
@Rubio:
And why should you not take a call while using data? CDMA may not support voice and data simultaneously, but so what? The only ways you can do both simultaneously on any phone is by using a headset or speakerphone to talk. I doubt many people do that on a regular basis. When the call comes in, it will pause whatever you're doing and when the call ends it will be as if nothing happened. The only thing I can think of that would require a contant connection on a phone is streaming video. You would have to pause video while on the phone anyway, unless you're just a rude person. I'm not even sure this is an issue at all. I've gotten IM alerts while on a call, which requires data. Is it only CDMA that has the limitation or does it apply to EVDO as well? Verizon's entire network has EVDO coverage, so how often would you be using 1x for data? If I'm off base, please correct me. I didn't double-check my facts, so I'm going off my memory here.
@CapnShiner
I don't know anything about how data/voice on VZW works, but if you really can't use data and voice at the same time then imagine this: You're using your new fancy DROID for GPS directions while driving. Google is happily sending you maps and directions over 3G (I think that's how it works) and you want to take an important call (on speakerphone, of course, so you can still know where you're going). Whoops, there goes your directions! Better hang up quick :)
I also don't know what I'm talking about mostly so that could be completely untrue.
@thefronge:
The Google Navigation app actually caches part of the data, so you would not be completely screwed. I am guessing that it would also start showing the turn-by turn directions again as soon as the call ends, assuming you have coverage still.
@Rubio
That's fine, because I physically can't to both, and I wont allow myself to become a big enough d-bag to walk around with an earpiece in and my phone out
Wonderful ad - so that's where all the F-117s went! :P
@thefronge @CapnShiner
If it's anything like all the other nav app's i've used, once it finds your route, it technically doesn't need data connection. All the data would be used for would be:
1) to download satellite or road maps (otherwise it would just be your route line on a blank screen, not showing any streets/etc)
2) if you are a dummy and made a wrong turn (or like in the review, wanted you to turn left on a one-way going right), therefore causing it to jump out to the web and cache your turn by turn directions again for the new route
at any rate. I'm excited to see Verizon/Google step up the game with both their phone/os, and their marketing.
It's a crazy time in cellphone land, and I'm happy to be here :)
Should've probably mentioned Moto as well :P
@marky-b: "or like in the review, wanted you to turn left on a one-way going right"
It WAS a two way street, but local law forbid turning left. (likely because of accidents/blind spots/etc.)
The problem is with these ads, is no one is going to go to that website at the end. Could they at least state a product name? Oh, and that it's a PHONE?
I don't know how someone can't figure out that it's a phone. It says Verizon, so i'm sure most people will know it's a new device.
i wonder if they put "verizon" at the end it would tip people off....?
It only says "Verizon" not "Verizon Wireless". Remember that Verizon also does landline phones, cable TV, and home internet connections. Plus, most people associate Google with the internet, not mobile phones.
It's called viral marketing....
All the kids, MBAs and Apple-centric nerds get it and that's who Verizon is targeting.
It is truly creating some hype that's one thing.
actually viral is where you just start getting popular and get more and more people and its all cool, kind of like youtube.
this is called buzz marketing, where they do something that doesnt really relate to the product per say, but it gets people talking about something that may make it more relative in a culture as a corporation, or just get people "buzzed", and then later introduce a product with the culture relevance that they have gathered
but i guess by uploading it on youtube.... they kinda mixed the two.
@recharged95 >> "It's called viral marketing.... All the kids, MBAs and Apple-centric nerds get it and that's who Verizon is targeting. It is truly creating some hype that's one thing."
And here are Apple's ads before they launched the iPhone. Remember these? Simple and extremely effective. Even if you hate Apple... you have to admit that they knew how to show off their upcoming product: "This is your music... this is your e-mail... this is the web... and this is a call."
http://www.youtube.com/watch?v=6lZMr-ZfoE4
Why did the original iPhone sell millions in the first month? Because REGULAR PEOPLE knew what the hell it was! Most people don't read gadget websites to learn about the DROID...
Seriously... the DROID drops in 4 days... and these ads are terrible! Come on Verizon! There have been 3 iPhone launches in 3 years... you gotta compete better than this. You wanna be better? Show us! Ads and consumer awareness are key. Alien invasions are not...
These DROID ads remind me of the creepy dead girl talking about the Palm Pre. WTF? Stop with the cryptic commercials and show the damn phone!
The main problem here is that unless you know what Droid is already, you have no idea what this ad is about. So if the purpose of the ad is to fire-up the rabid fanbois, then mission accomplished. If the purpose is to reach beyond Engadget/Gizmodo readers, then this ad fails utterly.
At least in the Apple teaser ads (e.g. 1984 Macintosh ad) there's some indication of what the product is. If Verizon does significant ad buys using this commercial, someone in marketing needs to be fired.
@Michael Scrip
Marketing Major detected. Who cares about the advertisements or popularity of their cellphone once they already have the phone in hand?
It's a teaser. On or before Nov. 6, I would expect a proper ad introducing Droid as a Verizon phone with Android...hopefully they'll use the green Android guy.
@uwaga dude >> "Marketing Major detected. Who cares about the advertisements or popularity of their cellphone once they already have the phone in hand?"
I linked to the original iPhone ads that said "Coming June 29" and they clearly showed the iPhone and what it can do. And even today Apple still runs the same types of ads for the iPhone... because they want to continue to sell more.
My point is... if you're Motorola and/or Verizon... and you've got the newest and hottest phone... you might wanna show the phone before launch. I hope for them they create better ads after launch. The Palm Pre ads are still crap...
I was a Communications major with a minor in Computer Science. But I'm also a consumer who knows what commercials are trying to sell. I know what the DROID is already... but I don't think the 2 ads for the DROID were any good at all... or even mentioned that it was a phone.
So... who cares about the advertisements or popularity of their cellphone once they already have the phone in hand? Well... right now ZERO Droids have been sold... so we're not even at that stage yet. But I thought Verizon would have done a better job in the days leading up to the launch.
Wow. A commercial that doesn't tell you what it's selling. Too clever by half.
I'm going to sound like some weird fanboi, but didn't apple do that first? I'm seriously asking.
Teaser trailers are quite standard. The problem is if they keep using these after Friday.
@wwhat
The first commercial I can recall that tried that strategy was Mitsubishi, with their Infiniti ads. I seem to remember that it backfired on them pretty badly, as no one cared enough to find out what the hell they were trying to sell.
You could be referring to Apple's 1984 ad, but that worked out pretty well for them. As did the "Think different." campaign.
I've seen many other brands doing such teaser trailers. Why not? Create a hype, create this "have you seen that new ad? Do you know what it is for?" talk in offices.
I think these ads are very clever, the Droid won't be very interesting to normal users, but geeks/nerds... though I'm wondering if those actually watch ads (hm... though they reach them through YouTube) and if there is a single gadget geek that doesn't know of the Droid yet.
Whatever it is they are selling, I do not approve their courier method.
someone promote this comment.... it should be @ the top of the comment list.... translation? WIN!
@Cromagazine
one problem... Nissan makes infiniti
@Joseph. Just goes to show how bad that ad was.
@TattoozNTech The website you're thinking of is down the road a little ways...somewhere in the Gs
@Wwhat >> "I'm going to sound like some weird fanboi, but didn't apple do that first? I'm seriously asking."
Apple has had some weird commercials over the years... but the original iPhone ads were not complicated commercials that you needed to decode. They showed the iPhone, showed what it can do, said it was a PHONE.. and then said you can buy one on June 29.
http://www.youtube.com/watch?v=6lZMr-ZfoE4
Apple made simple and extremely effective ads for their first iPhone... but Verizon decides to make cryptic ads for their first DROID?
Can't watch the video at work... but is the title saying that the Droid is unpatriotic?
Not at all... it's more literal than that... as in, being ejected from aircraft and slamming into the earth.
...literally the most patriotic thing out there.
Yeah, the iDon't is effective for sure... but I love that Verizon is the first to go with Droid being like a Cylon or something... menacing. Such a far cry from that happy little green robot that we usually see with Android devices.
AHHHH NERDGASM totally cool!!!! LOVE IT that redneck was one second away from getting his head blown off
you need more excitement in your life, friend
@ al3d
Wow, I'd love (hate?) to see your reaction to Transformers: Revenge of the Fallen.
Worst movie I've ever seen, BTW.
Well, they've certainly got great advertising going for this phone.
The ads are useless without the device in them. People don't know what it is.
I cant wait to get a droid on friday... but Both of the droid commercials are dumb..
good phone, bad commercials, people don't want to see teasers, the iPhone's simple commercial that displays its features is effective and works, Verizon looks like they are hiring Michael Bay
Sort of like the Sprint "Movie" commercials, which in the end, we're just as stupid as their CEO pitching the goods...
Waste of money: yes.
On order of a Apple rock-n-rock U2 vertigo, silhouette commercial: yes.
Why Verizon... why...
This looks like a promo for an awesome movie! Google should make a DROID movie.
I think Google's doing just fine as it is... Although, if they wanted to, they could probably edge their way into Hollywood, too. The upside? All of their movies would be free! The downside? There would be targeted ads all over the screen and in your drink and popcorn :|