18
Mar
2013-03-18_22h05_26

I am vaguely aware of the iPad. I know that my Galaxy has Google stuff in it and my nerdy friend tells me about his Next Us that is cool. I am the target audience for this new ad for the Nexus 10. Why? Because my friend who reads tech blogs already knows about it and doesn't need to be convinced. I do. And you know what? It's doing a pretty good job of convincing me.

Here is what I've learned watching this video: the Nexus 10 can be shared with my family, is used to post photos online, can read books, watch movies, coordinate calendars, have video chats, and has voice commands. I also chuckle because Kevin is clearly a better name than Alfie and why do you hate your child so much you'd name him Alvin? I automatically feel sympathy for the newborn fictional baby of this fake married couple that exist solely to sell me a chunk of plastic and metal.

I'm not even married.

This is effective advertising. Does it appeal to all demographics? Nope. In fact, as a guy in his mid-20s, the idea of preparing for a baby is the farthest thing from my mind. But I like gadgets. And I like features. And I definitely have opinions on the names "Alfie" and "Alvin." I can resonate with this.

This is exactly the kind of thing we've been talking about, HTC. While Google's biggest problem seems to be getting devices into consumers hands—both failing to keep up an adequate supply, and by eschewing traditional distribution models, opting instead for online availability augmented by a very select few retail stores—the company at least seems to get effective advertising right.

It may not be the most clever or exciting ad, but it makes the Nexus 10 seem human, enjoyable, and accessible. This is something that other marketers could take some cues from.

Source: YouTube

Eric Ravenscraft
Eric is a snarky technophile with a taste for the unusual. When he's not obsessing about Android, you can usually find him obsessing about movies, psychology, or the perfect energy drink. Eric weaves his own special blend of snark, satire, and comedy into all his articles.

  • Harjifangki

    The music is Sweet Disposition by The Temper Trap, in case you're wondering.

    • EMullins

      I actually do like this song as a soundtrack for movie trailers. Every commercial should feel like a movie trailer. Probably why Eric liked it so much.

    • http://twitter.com/jordanlong20 Jordan Long

      first thing I noticed, it was the music for the end of season highlight for the EPL (british soccer) 08/09 season.

      http://www.youtube.com/watch?v=x9GnJ0tZb88

    • Ryan O’Neill

      I love this song SO much. I don't care what the commercial says...as soon as I heard that song in the commercial, I want to give those people money.

  • Alex Mocaby

    I would never name my child Alfie.

    • EMullins

      Yeah I literally said "what" when I read her name choice.

  • PCSievers

    Google has had a lot of great advertisements over the past year or so at least since Dear Sophie.

  • http://facebook.com/branni.mikal Branni Mikal

    I already have a Nexus 7 and this commercial actually makes me want to get the Nexus 10. That is pretty clever marketing.

    • http://www.androidpolice.com/author/eric-ravenscraft/ Eric Ravenscraft

      As someone who owned a Nexus 7 and then got a Nexus 10...this is a good instinct you have. Trust your feelings.

      • cybik

        WHY are you bringing my feels into this.

      • Colin Kealty

        Nice try Google employee who clearly gets commission for Nexus 10 sales...

        I want one too...

        I have to complete the family! 4 7 10!

      • http://twitter.com/NickyVilla1 NickyVilla

        as Amber answered I am amazed that a stay at home mom can get paid $9437 in 1 month on the network.

      • http://twitter.com/NickyVilla1 NickyVilla

        ....----goo.gl/qcCYH (Home more information)

  • Juas003

    Definitely they are good with advertising I still remember the one with the daughter in college and the widow Dad it was very touching and showed how Google services helped them stay in touch

  • TylerChappell

    I think all I saw in this video was 10s. 10s everywhere. :D

    • Matthew Fry

      Nice catch! Unfortunately, my guess is- not a Google accessory. BECAUSE THERE ARE NONE, GOOGLE. YOU'VE MADE A PREMIUM TABLET WITH NO ACCESSORIES.

    • Matthew Fry

      Also.... UDS should make that right now cause I want it.

  • EMullins

    I'm glad they actually had a name that was a combination of both their chosen names instead of the typical tv trash where the man is completely neutered by the woman.

    • Colin Kealty

      I liked the tease that she won at first :p

    • http://www.androidpolice.com/ Cameron Summerson

      I still like Kelfie better.

    • marcusmaximus04

      Eh, in real life I've seen a few times where the guy snuck in and named the baby while his wife was unconscious after giving birth. Fair's fair.

      • http://www.facebook.com/profile.php?id=100000003999549 Mike Harris

        You're missing his point. TV tells us that men are stupid, bumbling idiots who can't do a damn thing without their wife's help.

        • EMullins

          Indeed it does.

        • Jonathan Smith

          Yeah, you're right Mike. And that's BS. . . Sitcoms are the worst offenders.

          Does anyone but me have a problem with the overall message of this commercial?

  • acer1096xxx

    The problem with these commercials is the fact that they don't show up enough on TV. The commercials have great marketing appeal, but unfortunately I bet the majority of the general public still doesn't know or remember the Nexus 10.

    • Ryan O’Neill

      They come up on Youtube all the time for me. (which is free advertising for Google)

      • acer1096xxx

        That's still missing a large percent of the population =

      • JordanMcRae

        Nothing is free. They pay for it in opportunity cost. They could sell that ad space to someone else.

    • http://twitter.com/ToysSamurai Toys Samurai

      Agreed. Good marketing becomes bad if it has limited exposure. Samsung won't become so big if it only advertised online.

    • Sean

      I'm 99% sure I saw one of their Nexus commercials on TV the other day. I may have dreampt it, but I'm pretty sure it was actually there. In which case, go Google?

  • jeffmd

    I cant recall ever liking a phone commercial let alone a tablet. Glad to say this one was a first. I was all set to hate the "special pregancny moment" commercial but was pleasantly surprised.

  • robert allensworth
  • twistkill

    Alfie sounds more like Laffie from Thor. Not cool!

  • FrillArtist

    The commercial is nice but too hipster-y and cheesy.

  • Tiffany Sears

    aw I really like it :)

  • http://www.facebook.com/jdkoren Jonathan Koren

    There is much why in this commercial, instead of what and how. That's what makes it good.

  • Brenda

    I guess I'm in the minority but I am not a fan of these new kinds of Google ads. The one with the chromebooks with the daughter at college was just... terrible. There's one with the little kid for Nexus 7 which isn't that bad, but like this one it doesn't show the product. What did it show, that it can video chat, watch movies, read a magazine, post to social media, and look at your calendar? This is 2013, this is expected.

    Amazon has an ad showing the Kindle Fire HD next to the iPad. I love that ad, because while they both do the same, the ending with the price difference, it just kicks ass. It does everything this ad did, in much less time, but had details about the product. And it was talking to the consumer, not these peeks into strangers lives.

    • http://www.facebook.com/khiryshank Khiry Kai Shank

      I'm not sure about that though. I think Google is trying the 'life style' ads to show what you can do. It may be expected to you, but I'd assume you're a nerd just for posting here. Google doesn't want to be the "cheaper tablet" of Apple. That's just reactionary. They want to be their own. They want to show you how your life will be different by getting a Nexus 4, 7 or 10. I personally think it's a great job for the average consumer.

  • http://www.facebook.com/jwadden.mobile James Wadden

    I agree.. this is very clever marketing

  • siypion

    As a bad joke, I have the Kindle fire 7in first generation running on android jellybean... Guess what? I can do most but not all of those things (no camera) but hay guess you don't need a nexus 4/7/10 to be hip! Cool commercial over all keep them coming Google.

    • http://www.facebook.com/profile.php?id=100000003999549 Mike Harris

      I don't understand the "joke." Seems like a cool hack. Why wouldn't you be able to most of the things in the commercial when the software is the same?

  • nehpets

    The premise of the commercial is nice in advertising the sharing of the tablet, but they forgot to mention that Google Talk does not work across shared accounts - only the device owner can use Talk on the device. I suppose that might have put a damper on the commercial to explain that to customers...

    • http://www.facebook.com/profile.php?id=100000003999549 Mike Harris

      Wow, that's odd and I did not know that. Then again, I never bothered to set up a separate account on mine. Also, I never use Google Talk.

      It also doesn't seem they used Google Talk in the commercial either, so I'm curious why that's relevant.

  • http://www.facebook.com/khiryshank Khiry Kai Shank

    I love marketing like this. No specs, but showing what you can actually do. I absolutely love marketers that can make you want something you previously dismissed. Reminds me of the first time I saw that Mac Book Air launch commercial. :)

    But I think this is what Google definitely needs to compete. Google integrating into your life instead of just being a simple part.

  • http://twitter.com/Vizualize a.d.AM

    I hate this commercial. All they did was google stuff and post on google +.

  • Googfan

    "Some screens simulated" :D

  • bob

    The best marketing tool they can use, is to actually make the advertised accessories available on launch day instead of months later. Maybe even ask developers to support the device with their software.

  • http://www.facebook.com/PradeepVizz Pradeep Viswanathan R

    Just Beatiful.

  • Jonathan Smith

    This is the saddest commercial I have seen. What a pair of addicts! Lucky for the kid in her belly techno addiction doesn't have the same fetal health ramifications as doing cocaine! Because juniors two parents are junkies!

    Would love to see them survive on a desert island! No, there isn't an "app for that."

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