Apple and Motorola wave flag in new ad campaigns. But is it a white one?
July 4, 2013
Two huge consumer electronics brands have just launched advertising campaigns with patriotic themes, which makes a fitting topic for a post given the proximity to Independence Day. Alas, like a lot of jingoistic campaigns they both underwhelm.
What is far more surprising is who did them.
From Apple we get the clunky mantra “Designed by Apple in California.” Let me get this straight. An Apple commercial is telling me that Apple products are designed by Apple? Oh yeah, and in California. This from the company that told the world to “Think Different?”
Motorola attempts to rise from its cell phone grave by heralding an equally awkward, eerily similar refrain: “Designed by you. Assembled in the USA.” Honestly, words like “assembled” belong in an owner’s manual not the tag line. Besides, doesn’t “assembled” imply the parts came from somewhere else?
Clunkiness aside, this is also the first time either brand has ever relied on Americana to sell their wares.
Why now? Why period? To me it comes off as a cry for help. And maybe it is. Everyone is aware of both company’s troubles. Since the death of Steve Jobs Apple has gone nowhere fast. Samsung is eating them up and its share price is flagging. Could this limp wristed chest beating be in lieu of anything better to say? Motorola, on the other hand, could use all the help it can get. Still, I’m not wild about this use of red, white and blue. I think people want technology to be global. Giving tech a nationality makes it somehow feel smaller. A can of beer. Sure. A $500 smart phone I don’t think so.
Yet, Chiat (Apple) and Droga5 (Motorola) are both top-flight ad agencies, among the best in the world. Maybe they know something I don’t. (Frankly, I know they do!) So, what am I missing? Why are Apple and Motorola suddenly so patriotic?