Motorola: "Empower the People" TV Commercial by Anomaly

Category: Home Electronics & Audio-Visual
Advertiser: MOTOROLA
Product/Service: XOOM TABLET
Agency: ANOMALY
Production Company: SMUGGLER, Hollywood, USA
Date of First Appearance: Feb 6 2011
Executive Creative Director: Mike Byrne
Creative Director: Richard Mulder
Copywriter: Jessica Ghersi
Art Director: Grant Mason
Agency Producer: Andrew Loevenguth
Account Supervisor: Laura Aldington
Director: Randy Krallman
Music:
Account Manager: Keith Barry
Editing Company: Beast Editorial

English Description
This Superbowl spot for Motorola needed to dramatize the brand’s inclusiveness and accessibility. This is in contrast to Apple, which despite its challenger roots, has become an omnipresent force, unquestioned all too often when technology choices are being made. The spot features the ‘XOOM’, Motorola’s first tablet, as an example of how this philosophy can create superior devices. We needed to awaken consumers to the possibilities beyond the iPad and ignite a debate about what the best tablet really is, with the XOOM at the centre.

Our creative solution – a love story set in a technological dystopia in
which the XOOM acts as the catalyst for romance, referencing Apple’s
legendary 1984 spot, and giving it a taste of its own Orwellian medicine.