Publicity needs to turn the world around every time in order to be successful. The same old jokes or teary ideas won’t do the trick anymore. The public has become straight forward, informed, and very pretentious. However, YouTube always knows how to conquer the mind of its users.
A friendly, simple approach is always a good idea. As a result, “Friends Furever”, a new ad for Android, is a great success. The secret is in the combination of animals that seem to best friends: puppy and kitten, hippo and tortoise, lion and oryx, etc. The differences bring them together and show what is special and unique in the other one. “Be together, not the same” is the motto of the commercial and it delicately brings the users’ attention to Apple, which has always sustained the idea of a mono-culture ecosystem. However, the purpose of Android is to continue the concept of creating different phones that are part of a bigger picture. And of course, that bigger picture is one of the greatest ones in the world, at this time. The ad has brought 4 million page views on YouTube after debuting on TV.
Unfortunately, or maybe fortunately, customers never respond at this kind of manipulation. In fact, users don’t make the difference between brands at this level, because they choose their gadgets taking into consideration the price or the model, in the first place.
An anonymous advertising profession said that:
“I find this strategy guilty of something many clients suffer from,” he says. “Namely, they are talking to themselves. The public does not care. Everyone one I know with an Android phone bought it because of the phone or price, not the OS.”
Another possible connection to the war between iOS and Android is the choice of the theme song. The commercial has a Disney/Roger Miller song sound track about Robin Hood, whose story is very well known to everybody, as he stole from the rich and gave to the poor. A direct association can be made with the resentment that Android users have shown regarding latte-sipping and Prius-driving iPhone users.
One wonderful aspect of the commercial, apart from the actual meaning of it that is related to mobile phone companies, is that the footage is 100% real and the animals have actually participated actively in this project.
Image Source: Laughing Squid
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