Kara Swisher

Recent Posts by Kara Swisher

Is the New Droid Ad Anti-Women and Anti-Gay or Just Plain Idiotic? Actually, All Three!

droid2

What in the world can one make of the new ad for the Droid, the Motorola (MOT) smartphone with Google (GOOG) Android software on the Verizon Wireless (VZ) network, which apparently put out this commercial?

Here’s what: It aggressively calls the Apple (AAPL) iPhone a dumb blonde and then a prissy dude in need of a beatdown.

Let’s put it this way: The 30-second clip makes Glenn Beck look like Gloria Steinem and Adam Lambert combined!

Earlier advertising for the Droid has been clearly aimed at the he-man demographic, with a beer-commercial tone and a growly-voiced announcer.

So what? That’s marketing 101. But this one–titled “Pretty”–goes entirely too far.

“Should a phone be pretty?” it begins, using an odd series of images that is packed full of random misogyny. “Should it be a tiara-wearing, digitally clueless beauty pageant queen?”

Then comes all the manly imagery–a racehorse, a powerfully pointed Scud missile, bananas and buzzsaws to represent the Droid. A surging missile, as well as several creamy explosions too. Get it?

And let’s not forget the bunch of fey, effeminately-dressed mannequins, with one getting bashed with an ink-filled ball thrown by some tough masked thug with the line, “Is it a precious porcelain figurine of a phone?”

Then back to anti-women name-calling, saying an iPhone is a “princess,” unlike the Droid, “a phone that trades hair-do for can-do.”

It is true that sometime a phone ad is just a phone ad–but, in this case, sometimes it’s just appalling. It would be funny, if it weren’t so mean-spirited.

But, please, you be the judge of the video of the television commercial, which is on Verizon Wireless’ YouTube site:


comments so far. Add yours.

  • Anonymous

    @Bridget: Well said. The only people who should be offended are those who consider ‘it’s fashionable’ to be a key reason for buying a phone, at the expense of functionality. Yes, I’m an iPhone owner (and a gay man), and, yes, I traded off some functionality for a sexy design–and, because of that, the Droid will never be on my shopping list. But I’m not avoiding Droid because of some perceived homophobia; it simply doesn’t meet my needs.

  • Anonymous

    The most offensive thing about the commercial is that someone has taken the time to blog about it as if the commercial has a negative affect on anything. If anyone was offended they need counseling and in-fact the poster should enroll in some as well if she felt this was a necessary piece and that a company looking to sell a product would actually attempt or set out to demean groups of people who would be prospective customers.

  • Anonymous
  • Anonymous

    well sure… that’s advertising 101.

  • Anonymous

    Your comments would make sense if Motorola actually ran the ad. I still wouldn’t agree, but it would make at least some structural sense. The ad was run by Verizon as is the entire campaign.

    I’m sure Motorola has a plan to grow. The co-CEO Jha recently said they will come out with 20 Android devices next year with several hitting in the first quarter. One thing I’ve noticed about MOTO, is that they have always made superior phones from a form factor perspective and were a little behind with the software. Now, the software is done and the form factor is all MOTO’s. We’ll see how it goes, but I think this company is on the way up…

  • Anonymous

    Actually the phone can do those things. It’s the network (Verizon) CDMA that won’t allow it currently. Mostly a technical issue… but not sure if that’s important enough for them to want to change. Anywho, can your iPhone tell you the weather in realtime… not drop a call in a 48 hour window, have 3G coverage whenever and wherever, give turn by turn directions (free) with a satellite view… I mean, I could go on… but really.. Need I. This phone has rendered the iPhone archaic. You should wait for the Google Music Player… that will be the death blow to the Princess.

  • Anonymous

    I think you really need to grow up and take things the way they are. If VZ wants to (hurt) themselves by singling out men as their buyers, so be it. Women and gays have more and more rights everyday, but dont try to make everything sexist, or racist. I dont get mad when a clothing store uses good looking, built people to sell their product. I know it wont look that way on me. So i just go on with my life. Maybe you should take advise instead of give it.

  • http://davidlew.is thedavidlewis

    I watched the ad a few times trying to see what was wrong with it. The ad calls the iPhone a beauty queen and the Droid a robot. That’s spot on. The iPhone is beautiful and the Droid has been criticized by many for being so angular, black and like a machine.

    I’d go a step further and say that iPhone is a cheerleader and the Droid a nerd. Who wins? It was too long for a comment so I wrote about it at http://dlew.is/dr1

  • Anonymous

    This awful blog post is a perfect example of one of many things that’s wrong with our society these days. This feminazi, extreme-PC way of thinking is disgusting and the fact that it is not only accepted but shared by others is disheartening to say the least.

    Oh and George, where exactly in the Stealth commercial did they show civilians being injured? And the only “damage” it caused were those droid pod things plunging deep into the ground. Are we now claiming that Verizon’s message is that they’re trying to destroy the earth through their advertisement?

    Seriously, find something better to do with your time, people.

  • Anonymous

    From this day forth, I declare that December 8th 2009 be the day the iPhone was renamed “Princess.” As you come across your friends, family and random persons on the street with a Princess Phone… be sure to inquire.

  • droidum

    After all this debate, I will now officially call the iPhone “Princess” everytime I see one. Please join me as we declare December 8th, 2009, the day the iPhone was renamed Princess.

  • George Slusher

    1. You should tell Verizon abou this. They told me that you cannot access email or the web while on a call with the Droid on their network–not using VOIP.

    2. The limitation for games, etc, is not the processor but the memory. Android Marketplace apps can be stored only in the built-in RAM; the OS (as it comes) will not let you store or run apps from an SD card. It's unlikely to be changed, as it will facilitate stealing & sharing apps.

    3. The Droid doesn't have even the security features of the iPhone, much less the BlackBerries.

    4. The multi-tasking makes the Droid wide-open for malware, as apps can run in the background without the user even knowing it. One of the most popular Android apps is TasKiller (I hope that I have the name correct), which can show the user which tasks are running and give the option to kill them, assuming that the user can figure out which task does what.

  • George Slusher

    Maybe you missed the point: the Droid is sold only in the US, but Verizon used an enemy weapon that killed American soldiers. What will they say, next–”Sleek as a Boeing 757″ and show the impact on the World Trade Center?

    As for “worked,” it sure did. I've been a Verizon customer for 5+ years, but will be leaving them soon because of this ad.

    Also, APPLE didn't “come out with” a jewel-encrusted iPhone. There are many companies that modify the cases of iPods, iPhones, and MacBook Pros.

  • George Slusher

    In the initial Droid ad, a man is thrown from a horse in a way that, for anyone other than a stunt man, would almost surely result in injury. (I've ridden for 40+ years and taught riding for 34 years.)

    Every service member is my colleague. When any is killed or injured, I am concerned.

    I doubt that Verizon INTENDED disrespect. They just weren't thinking.

  • George Slusher

    Thanks for your service. I never said that Verizon didn't have the right to make this ad the way that they did, just that it is disrespectful to American soldiers. I also have the right to cancel my Verizon service because of the ad.

  • destardi

    Um, aren't 'beauty pageants' and terms like 'princess' deemed anti-feminist, and anti-girlpower?

    It feeds into the male power structure. Being against such things make the commercial an equalizer, not an oppressor.

    Oh, but wait..I forgot that Americans tend to think of themselves as “post-feminist”. Yea, tell Hillary Clinton and Sarah Palin that. FYI – It's just a commercial.

  • destardi

    Wow, really? Get over yourself…you have the right to react anyway you like, but that doesn't stop you from being overbearing and basically a tool.

    And for your 'points' about the Droid and Verizon, you're incorrect on most which leads me to understand your later postings which made me laugh in regards to your response towards Verizon's commercial.

    1) True
    2) Um, not paying attention? APPS2SD is already in the works and will be available sooner than later.
    3) Touchdown? Virus protection? Wipe and locate? You're not that informed
    4) Again, not familiar with LINUX huh?

    Seriously…I doubt you're a Verizon customer. No one would post such misinformation and 'faux outrage' at a silly commercial unless they had an ulterior motive.

  • destardi

    Actually, you're totally wrong with the 'feminazi' comment first of all.

    Second, the author is far from a true feminist otherwise she would hardly be arguing against an add that ridiculed beauty pageants.

  • tits_mcgee3

    I think this commercial is awful, the latest example of the increasingly overt degradation of women that has been showing up more and more in major ads lately. The only thing sadder than these messed up commercials is the lack of discourse and outrage in the public sphere – for it is woefully uncommon for even progressive men to chastise other men for their gendered attacks. Why is it that in order to appeal to “masculine” men, companies insist on putting down women, and femininity? Why are companies appealing to men to experience their masculinity as a way to feel superior to women? And why does this commercial insist on showing us over and over just how stupid and clueless pretty women are?

  • tits_mcgee3

    …I also am intrigued by all the comments telling you to “get a thicker skin,” “stop being so PC,” and that this was a stupid/waste of time/bullshit thing to write about, and why don't you write about something that matters? If this was such a stupid thing to write about, why did everyone read it and comment about it? If the messages in this ad, and others, are really so inconsequential, then why is everyone acting like it's blasphemy that you are critiquing it? It's common knowledge that the tech fields are dominated by men, why is it supposedly out of the realm of tech-related subjects to address gender stereotypes that are perpetuated by the tech industry?

    Oh, and for all the people who love to throw around the term “PC.” Can someone tell me what they it actually means? Just wondering.

  • jlinden7

    Swish,

    You're out of your element hear, stick to writing about technology not social issues. I have a hard time understanding how a commercial focused on capabilities vs fashion design has anything to do with anti-women or anti-gay. I have 2 beautiful daughters and a beautiful wife, all 3 are princesses in my eyes. The manikin was a mall fashion model. Since when does a man dressing fashionable make him gay? Making that statement seems anti-gay to me. Why do you feel the need to stereotype?

    Leave your PC comments aside and write about the things we all enjoy you writing about, technology.

  • Christoph Kummer

    Love that commercial…would never have seen it without this rant. Went out and bought a Droid yesterday and cannot put it down. So much fun. The princess commercial gets the Droid… Off topic: why does the WSJ have REALLY old people in charge of writing about gadgets… it's like listening to Gramps Walt and Kara :-)

  • Anonymous

    what?! that ad had NOTHING to do with women or gays! idiot! Its simply saying your phone doesnt need to be pretty because there has been a lot of talk about how the phone doesn’t look that great. its a good phone but they should have done a better job on the design…. like the iphone. thats all. why do people look into things so much?! jesus……. its an ad about a phone. why does it need to be turned into an anti women or anti gay ad?!

  • steven_t

    wow. It's sad that WOMEN think that all women are “pageant queens” and “princesses.” It has nothing to do with man vs. woman. It is about the fact that the DROID isn't just for looks, it has “can-do” like the commercial says. There are just as many “tough guys” out there who are all just looks but no personality or skills. Hair-do isn't just for women. If you think that, you are more sexist than you are claiming the commercial is. Grow up and quit trying to twist things to make the whole world seem evil and out to get you.

  • http://twitter.com/davieboynj David Petzinger

    There is absolutely nothing in this ad more demeaning that the average mac commercial has done against pc users for the past decade. I find your protest of the ad borderline comical without a similar stance against mac.

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