Motorola Empower The People with Xoom

Motorola is promoting the Xoom tablet, a competitor to Apple’s iPad, with “Empower The People”, a television advertising campaign spinning off Apple’s 1984 campaign. The campaign is set in a world in which technologies and their users are limited. The Motorola Xoom appears as the tablet that will make the world a better place, bringing optimism, openness, freedom and empowerment. Online teasers prepared the way for “Empower the People”, a 30 second commercial aired during the Super Bowl XLV, revealing the Xoom, the first device running the Androidâ„¢ 3.0 Honeycomb operating system designed specifically for tablets.

Motorola Xoom commercial Empower The People - lift

Click on the image below to play the Tablet Evolution video.

Click on the image below to play the Goodbye 1984 video.

Click on the image below to play the Empower the People video.


The Empower the People campaign was developed at Anomaly, New York, by executive creative director Mike Byrne, creative director Richard Mulder, copywriter Jessica Ghersi, art director Grant Mason, head of production Andrew Loevenguth, brand director Laura Aldington and account director Keith Barry.

Filming was shot by director Randy Krallman via Smuggler, Bicoastal and London, with director of photography Nigel Bluck, executive producers Nick Landon, Allison Kunzman, Brian Carmody, Patrick Milling Smith, and producer Cory Berg.

Editor was Lucas Eskin at Beast Editorial with executive producer Elizabeth Krajewski, producer Julia Williams and assistant editor Hope Needles.

Telecine was produced at Company 3 by colorist Tom Poole and executive Producer Tara Dowd.

Post production was done at Absolute Post, New York, by Flame artist Dirk Greene, executive producer Sally Heath, and producer John Skeffington.

Sound was mixed at AudioEngine, New York, by mixer Tommy Goldblatt.

Music, “Biggi’s Waltz”, was produced at Amber Music, Bicoastal, by composer Biggi Hilmars and executive producer Michelle Curran.