Creative > Ad of the Day

Ad of the Day

Droid "iDon't"

Brand: Verizon Wireless Mobile Communications
Agency: McGarryBowen
Review Date: October 19, 2009

Ad of the Day - 10/19/09

Mcgarrybowen's teaser commercial for Verizon's Motorola Droid broke over the weekend. While TV viewers don't so much as get a glimpse at what experts say is the first phone (well, OS-Google's Android) that has the potential to kill the iPhone, the ad does a superb job in mocking Apple for all the iPhone is not. Borrowing the white background and cheery pop that Apple favors in its advertising, the Verizon ad uses scrolling type to introduce viewers to the Droid's competitive edge. The copy takes on the voice of the iPhone admitting its shortcomings. "iDon't have a real keyboard,"  "iDon't run simultaneous apps" and "iDon't allow open development" reads some of the copy. Just when the spot starts explaining,  "Everything iDon't...," the serenity of the black-on-white type comes to a screeching halt and the visuals turn aggressive to finish the sentence with, "Droid does." The full campaign is set to break later this month and while this teaser indicates Verizon will come out guns blazing, one thing's for sure, this will be one ad battle worth watching. --Eleftheria Parpis


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Overall rating:
(2.52 ) Good

33 Comments
  • 1. Hj comments:
    January 27, 2010

    why isn't no stars at all?


  • 2. Boring comments:
    November 17, 2009

    I never read it either...


  • 3. PT comments:
    October 29, 2009

    i yay yay.


  • 4. Bad comments:
    October 29, 2009

    I wish there was zero stars


  • 5. Best user made comments:
    October 27, 2009

    There is user made iDon't on youtube that destroys this and mimics the crappy execution this spot has. It's a huge slap in the face as it is not an Apple or At&t spot, but an honest retort. Perhaps if McScary Bowen hired a higher level of creative talent they may get creative work that is not as executionally lame as this spot. Good for the iPhone users for the remake.


  • 6. Truth Teller comments:
    October 26, 2009

    The faux-happy music alone makes this a home run. I love the way they turn the Apple hipsky clean thing on its ear.


  • 7. JP comments:
    October 24, 2009

    Dull.


  • 8. Atown comments:
    October 23, 2009

    Everything but the ending was awesome. i thought it was pretty hilarious


  • 9. AdGuy comments:
    October 22, 2009

    When you start off your campaign immediately comparing yourself to your competition, you've already failed. This campaign is such a fail. It targets techies, who don't need to be sold. This ad campaign will do nothing for mass market adoption. The phone itself will be returned for dumber phones - except for techies who understand and appreciate all the options. Most will be confused and frustrated by a less than stellar UI.


  • 10. PT comments:
    October 21, 2009

    idon't like it.


  • 11. DougS comments:
    October 21, 2009

    It will definitely cause a buzz but I don't think the hardware is worthy of such a drum roll. It's just another Android phone-They've been out for over a year.


  • 12. Anon comments:
    October 21, 2009

    About time someone put those pretentious Apple a-holes in their place. Funny that it took Verizon of all companies to nut up. (I'm looking at YOU Microsoft.)


  • 13. Scott T comments:
    October 21, 2009

    While I applaud outlining the Apple flaws/deficiencies in the ad, I think the tone and positioning of DROID will backfire. Apple is adept at creating hardware and software that overcomes the mainstream consumer's fear of new technology. Presenting DROID in an ominous tone strikes a chord in consumers that DROID is something to be feared - not embraced. Unless the rest of the campaign does an about-face, I am afraid it will not induce interest or trial.


  • 14. AJ comments:
    October 20, 2009

    I just saw this commercial during the Yankees / Angels game. When it came on, my husband got up and went to the loo. Boring.


  • 15. Rose comments:
    October 20, 2009

    So not affiliated with verizon and totally hate it at times. But sorry live in NYC and think it is much cooler to send my text msgs on the subway than to tote an iphone. Apple bases everything on branding. It makes me happy to see someone countering this overrated puff, even if it verizon. They should pour money into development not into these silly commercials.


  • 16. 3G Network comments:
    October 20, 2009

    Since the Verizon 3 G network reach dominate the USA, I think this is rather smart. It's also great to see McHacky Bowen try to do some creative work. ALL of their work is some of the worst in the business, so this is really break-through for them. Unfortunately this will be as good as it gets and the creative work will revert to the same old crap they always produce.


  • 17. Tony Granger comments:
    October 20, 2009

    You're all just suckas who don't know a thing about advertising like we do in the UK. You all blokes try sooo bleemping hard to make something creative and all you have is crap. My daughter could do better and she's only 7. Horrible.


  • 18. RL comments:
    October 20, 2009

    "There's A Map For That" is a thousand times better. What good are those extra features if the damn phone doesn't work? The map idea shows AT&T's weakness--whose coverage sucks as we all know--vs. iphones weakness.


  • 19. oyvey comments:
    October 20, 2009

    f-- the pissing context. the phone's still going to be a piece of crap. it's motorola--33% failure rate. it looks like an old sliding keyboard phone from the early 90s.


  • 20. shocked comments:
    October 20, 2009

    Has everyone forgot the iDon't campaign that Sandisk and agency GreySF launched against the iPod? www.adrants.com/2006/05/sandisk-says-i-dont-want-an-ipod.php


  • 21. Dave Bowen comments:
    October 20, 2009

    Not as good as "Map for that". But not bad.


  • 22. Doesn't Work At MB comments:
    October 20, 2009

    I love this ad. It caught my attention and while I didn't actually READ every idon't bullet point - I got the message loud and clear, there's a lot of stuff the iPhone doesn't do. I thought the stark contrast at the end was good too — I got a feeling of breaking away from the pack and being something different, better and bolder. Reminded me a little of Apple's own 1984. It got my attention, evoked a feeling, delivered a message and left me entertained. Good job MB, five stars!


  • 23. simon comments:
    October 20, 2009

    When i first saw the spot i thought it was for a new horror movie: Droid. Anyway, was ok, haven't bothered to read the spot upon second and third viewing.


  • 24. sa comments:
    October 20, 2009

    A few comments...To counter AOA, you are correct that Apple has a "happy-clappy formula." It's also known as a brand identity, and last time I checked, it's working. That said, I think the commercial is effective. It's teasing and gets the point across. In response to BAD's comment, are you illiterate? The text sells.


  • 25. Agree comments:
    October 20, 2009

    "Your agency is showing" is so right. I can imagine a memo going around at McGarry saying, "Hey everybody, write into Adweek and say how great we are. Say you love the spot. That's why these reviews are meaningless. Along with this commercial. It's pure wallpaper.


  • 26. Your Agency Is Showing comments:
    October 20, 2009

    Ha! I have to laugh at the people who say things like "That McGarry Bowen" did a great job. And "way better than McCann." OBVIOUSLY, those people work for McGarry. Such nonsense.


  • 27. BAD comments:
    October 20, 2009

    Who is going to read all that? iwont.


  • 28. pd comments:
    October 20, 2009

    Being an AT&T employee, I thought this was a pretty cool add! Can't wait to see the real thing and truly compare to the IPhone.(as I am not totatlly sold on the one I currently own!). The ad does catch your attention.


  • 29. johnson comments:
    October 19, 2009

    WAY BETTER THAN MCCANN COULD EVER DO!!!!!!!!!!!!!!


  • 30. AMAZING comments:
    October 19, 2009

    That McGarry Bowen produced something creative.


  • 31. JenningsChrist comments:
    October 19, 2009

    Fantastic ad, looking forward to the follow up. A hard edge is pretty refreshing for Verizon, they better not get that awful network guy with the glasses involved with this at all.


  • 32. haha comments:
    October 19, 2009

    love it.


  • 33. AOA comments:
    October 19, 2009

    Apple advertising has become such a happy-clappy formula. Nice to see someone nut up.


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