It seems Verizon’s latest commercial is getting a lot of people talking. No, it’s not the Droid 2 one where the guy’s arms morph into machine. No, I’m not talking about the guy that slacks off work to watch a movie, either. The commercial I’m talking about is part of Verizon’s new Rule the Air campaign. Have a look.
Personally, I see this ad as being incredibly superficial and pandering to the stereotypical belief that women as a whole are motivated by their emotions. To me, this commercial is saying “Who cares what our coverage or prices, or even product selections are like? If you come to Verizon, we will respect and encourage your minority voice.” Please. It’s a cell phone company, not an empowerment workshop.
Speaking of empowering and encouraging minority voices, Verizon’s leadership team consists of 11 white guys, 1 white woman, and 1 man of Indian descent. Actions speak louder than words, Verizon.
Some people, such as TechCrunch’s Alexis Tsotsis, are downright angry over this particular campaign:
So you’re not prejudiced against our opinions, but you’re totally cool with discriminating against our wireless data packets?
Also, you’re selling cellphone coverage, not tampons. Guess what? I, and I’m assuming other women, care about “facts” like pricing plans, and signal strength and yes, whether or not you’ll have iPhone availability in January.
On a related note: Never ever ever use the word infectious in conjunction with something you’re trying to sell to women. Ever.
I do realize this is marketing we’re talking about, and advertising almost always has an air of fantasy to it, but the last line in the commercial is lead the army that will follow. An army of what exactly? Emotional women brandishing cellphones?
I’ve said this before, and in light of the above commercial, it definitely bears repeating. If you have a product that can be used by everyone, it makes no sense to market that product to only half the population. With the women-only rule the air spot, not only have you just alienated the male population, but women who find the message trite as well.
I admit I’m not an expert in marketing, but is it really so bad to focus on the actual features and benefits? What do you guys think?
Source: TechCruch
About the Author
I think you’re making too much out of nothing in order to increase traffic to the site. Mission accomplished and…..un-followed.
Air doesn’t care but verizon does. They will slow down ur thought transmition if it benefits them.
wow, a superficial commercial?
I don’t get the overreaction…
I didn’t see anyone overreacting to Sony’s “Marcus” campaighn… talk about stereotyping. I’m not saying what’s written is wrong, but I just don’t get why this is being singled out.
I’m guessing the author is female and is, therefore, a part of the gender which is facing the prejudice.
Care about bigger things. Not just the things that only effect you.
Peace
Commercials are targeted at stupid people. If you aren’t stupid, this commercial wasn’t targeted at you.
Almost all of them say you are smart or cool if you buy the product, with no facts to back it up. Verizon has been making commercials that tend toward the masculine side of things, now they are going for feminine.
Actual informative commercials are rare, and newsworthy.
I think it’s silly to get all worked up over marketing given it’s not marketed at us types. Whether it was a good decision will be revealed in the market place. If it works… they sell more phones/service plans. If not they don’t or loose customers. They are using an appeal to equality of ability and just indicating that technology equalizes all by anonymizing them… OK… whatever.
People need to stop being so upright and sensitive It’s a commercial if you want to get upset about marketing strategies go after the people that exploit the holidays for monetary gain. To me, taking what it says, all women should feel better about what the commercial is trying to say. And what’s so bad about a phone company encouraging empowerment anyway. 50 years ago women couldn’t even vote. Stop being so damn ungrateful.
[...] Visit link: Verizon’s Dubious Marketing Campaign [...]
OMG, It is a commercial. People like you that read into stuff like this are off your rocker. People like this have something to say about everything. It is a commercial attempting to target a specific market nothing more.
I would be more concerned with the fact that the commercial is ripped off from a Mel Gibson movie.
I’ve been talking about these commercials with my wife for weeks.
What a blatantly horrible attempt to match female empowerment with corporate identity!
These commercials not only make NO SENSE, but are just insulting to think that a woman’s CELL PHONE SIGNAL actually has anything to do with their struggle for equality.
Arg!!
they had an equally stupid commercial aimed at sports fans (read straight men) with a bunch of imagery of some football game and the whole idea of ruling the air seemed to me so incompatible with the imagery that the commercial could really only have an effect on people who only watch the commercials, but don’t listen. to anybody paying attention the lack of coherent transfer between themes is like nails on a chalboard, and i’ve felt this way about the entire “rule the air” campaign. i dont think the commercials are specifically offensive, but they do kind of assume that their target consumers are really dumb. verizon higher-ups, if you by chance read this post, please, re-consider your choice in marketing firms. the whole idea of the air not being biased empowering your customers can apply to any cell phone company. what you need to do in the commercial is demonstrate how your service is superior to other companies.
Unlike AT&T/Apple, Verizon doesn’t censor apps such as Adobe Flash. It allows sideloading (going outside the market) without having to hack and root your phone.
Uh, 50 years ago was 1960. Quoted from Wikipedia:
The Nineteenth Amendment (Amendment XIX) to the United States Constitution prohibits each state and the federal government from denying any citizen the right to vote based on that citizen’s sex. It was ratified on August 18, 1920.
Just sayin.
I care about bigger things… but if I don’t comment about the things that effect me, who will.
I say to you, don’t be so ignorant. The day will come when you’re put off and/or offended and good for you that you will have the right to voice your feelings. I hope there are people who will listen without prejudice.
I care about bigger things… but if I don’t comment about the things that effect me, who will.
I say to you, don’t be so ignorant. The day will come when you’re put off and/or offended and good for you that you will have the right to voice your feelings. I hope there are people who will listen without prejudice.
HELL YESS!!!! Verizon is a MANS company built on REAL men that know how to run business!! That’s why they have straight forward answers and say no to anyone that isn’t willing to comply with their rules!!! If you have problems with this commercial and verizons marketing, you need to grow a sack! You sensitive pricks!
OMG, It is such a rip off from “What Women Want”. The Nike commercial that Mel Gibson presents uses exactly the same tactic as the Rule the Air commercial. I also had the same conversation with my wife, and we just don’t get this commercial. I’m not sure who they pay to design their campaigns, but they should be shot.
PS. The only difference is that the Nike commercial works!
Here it is if you’re interested:
OK, your not looking at the big picture. Verizon has had allot of success with its DROID DOES campaign. They have been lacking in one specific demographic, woman.
I also want to say, ITS A COMMERCIAL, get over yourself they aren’t trying to hurt your feelings there trying to make money. Stop being so emotional.
You do not understand the commercial, they are using woman as an example. Its not just equality for woman, they are saying here on Verizon we do not censor we do not interfere. ITS NOT A SHOT AT WOMAN ITS A SHOT AT APPLE.
OH dear god thank you.
Not to be an ass, but… speaking of women motivated by their emotions, the first half of this article basically fit right in with what you described as verizon’s stereotypical belief. Its just another ad, I see about 20 a day I find something wrong with, but I don’t much see them as news worthy. Also, I may be mistaken, but wasn’t it you that 6 months ago or so spoke about an android billboard and how they weren’t making them feminine enough to attract the female gender? Now they get somewhat feminine and still there’s women complaining.
To be clear, I have never said Android marketing wasn’t feminine enough, you may have been confusing me with a source I was quoting. In fact, it is my opinion, as stated above, marketing a product that can be used by the masses should appeal to the masses. Just because something is covered in pink, doesn’t mean all women are going to jump all over it.
I realize this is entirely anecdotal, but in the company where I work I see more women using high-end Androids than men; the one time I saw a man with an Android, it was a Motorola Cliq. I suppose the marketing is working in one way or another.
or:
Percent smartphones owned by men in US
April 2009 : 59%
April 2010 : 60%
I’m not sure if it’s always this easy. Cell phone unlocking can be a real pain in the behind!