iDoesn’t Campaign

Verizon’s teaser advertisement attempts to capture the attention of those skeptical of the Apple iPhone.

The commercial mocks the iPhone through a series of “iDon’t” claims about Verizon’s soon to be released new phone.

The commercial ends with Verizon’s main argument: “Everything iDon’t … Droid does. November.”

The advertisement leaves out crucial information that would help viewers understand the message.

Although teaser advertisements can be successful with the release of new products, Verizon is attempting to defeat an influential market contender.

Making a direct advertising hit against iPhone is a brave move by Verizon, which has not been attempted by any major company.

The problem with the advertisement is that it leaves viewers confused on what new product Verizon is releasing, what features it actually will have, and most importantly why they should purchase this instead of the iPhone.

Verizon made a bold attempt by listing all the troubled attributes of the iPhone, but some of those features are the reasons people choose the iPhone over its competitors.

The end of the advertisement leaves viewers in a videogame like scene and attempts to explain that this new Droid product will fulfill all the voids left by the iPhone.

What it really does is leave viewers void of any true answers about this new product.

The last scenes portray the Droid as a futuristic product, but really it looks like a commercial for a new alien videogame.

What Verizon should have done is list some iDo features along with all the iDon’ts to increase consumer’s eagerness for their new phone.

Then they should have ended the advertisement with a sneak peek of the phone and led viewers to their website to find out more information.

This campaign without a doubt fell short of its potential and did nothing to harm the iPhone’s market standing.

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