Verizon’s first iPhone commercial surprisingly doesn’t feature an iPhone at all. Instead, it’s all build up — and after years of waiting for the iPhone to leave the shackles of AT&T’s network, it’s deserved.
“To our millions of customers, who never stopped believing this day would come…” the ad’s voice over says over the increasing drone of ticking clocks. “Thank you.”
The ad is certainly the first of many that we’ll see from Verizon — not that it needed much more publicity for landing the iPhone. In late 2009, Verizon spent around $100 million in marketing for the Motorola Droid, which was the key to that phone’s success. Verizon’s memorable Droid ads, which held a distinctly anti-iPhone tone, likely helped drive sales of other Android phones throughout 2010 as well.
But now I don’t expect Verizon to run any more ads mocking the “girly” iPhone. That doesn’t mean the carrier will give up on marketing its very successful Android phones, but we can expect Android ads to focus purely on Android, just like this ad focuses only on the anticipation for the iPhone.
VB's research team is studying web-personalization... Chime in here, and we’ll share the results.