Motorola “Empower the People”

Motorola today released another teaser for its 60-second Super Bowl commercial. As an earlier one suggested, XOOM is attacking Apple with themes from its storied Super Bowl “1984” spot. The opening shot goes straight to a close-up of the hero reading Orwell’s 1984 on the new tablet. Drones in white, hooded jumpsuits, with Apple’s distinctive white buds hanging from their ears, surround him as he commutes to work. This 15-second clip doesn’t get us far enough into the story line to see how his superior tablet saves the day, but if you are going to take on a classic, it better be good. The tablet does help him find a florist, but so can a host of other devices. Apple devotees will resent being cast as mindless drones. But for those who aren’t committed to going straight to Apple for their tech toys, at the very least, the ad will tell new tablet shoppers they have another option. —Eleftheria Parpis