We seem to get pretty defensive when it comes to our choice of smartphone. We’ll argue over features and capabilities all day long. Therefore, it’s no mystery why we keep watching ads that undermine the competition. Recently, smartphone brands have been releasing videos that portray certain brands/users in a negative light, and we love them—they’ve gone viral.
Unless you’ve been hiding under a rock these past few weeks, you know that Apple released the iPhone 5s/5c this morning. With all of the hype and media attention Apple has been getting, you would think the company would be dominating the online video space as well. Surprisingly that is not the case.
Motorola has captured this week’s top viral video spot on Visible Measure’s chart. With its new campaign from droga5 New York, the four Moto X video ads have earned over 16 million combined YouTube videos and 137,000 social shares. Featuring comedian actor T.J. Miller, the clips poke fun at lazy smartphones that are more a nuisance than help in users’ lives.
With so much competition in the smartphone space, companies have had to create standout advertisements. The current marketing trend seems to be making fun of competitors’ products and even the people who use them. Nokia produced the following spots that make every other smartphone brand user look like a crazy fool.
These companies are only responding to viewer feedback. These spots have become extremely popular, most of them going viral. The two videos above have 14.5 million combined views and 556,000 social shares. Microsoft joined in on the fun, releasing a video mocking the new Apple products. The company ended up taking the video down, deciding it was “off the mark.”
Sure the video was a little harsh, but I don’t blame them for trying to jump on the “poking fun” bandwagon. It’s obviously doing big things for Motorola and Nokia. Sales will ultimately determine the effectiveness of these campaigns. With Apple set to sell 5-6 million new phones this weekend alone, other brands have their work cut out for them.
However, if any of these video ads cause people to even question their current smartphone’s capabilities and features, it could turn into a conversion down the road. As of now, it seems the only way to attract new customers is to point out the flaws in their current phone.
Though non-smartphone users may be a target audience as well, most brands are looking for users to switch. As long as this is a priority, I believe we will continue to see branded online ads poking fun at the competition.