Good advertising can accomplish a lot more than just moving products. Advertising is how companies shape public perception of their products and strength. Some ads, like the ones for the Pre that featured that creepy girl, lead to mockery and revulsion. Others, like Apple's famed "Mac vs. PC" ads, continue to be popular and successful for years on end.
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The latest spate of ads for the Motorola Droid have been some of the most vicious commercials ever made for a mobile phone. Since they first started to roll out, we've waited with bated breath to see if they would succeed, or fail. When an ad campaign is as acerbic and harsh as the Droid's, it runs the risk of pushing customers away. On the other hand, if there's one thing people respond to it's violence.
Current survey data from YouGov's BrandIndex (via Phandroid) shows that the assault ads are working. Public perception of the strength of Motorola is up, and brand loyalty and perception for both Apple and BlackBerry are down. Customers are responding to these ads with increased trust in Moto products, and increased scepticism towards their competitors.
Why? Probably because the ads have a point. The Droid can do a lot of things that neither the BlackBerry, or the iPhone can. It's a superior multi-tasker, it has a more open app market, and it's a hell of a lot prettier than any BlackBerry device out there. Sure, the iPhone's still faster and more intuitive, but it's not Motorola's job to point that out.