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Motorola Takes Ad for Its Droid Smartphone Attacking Apple’ iPhone 4

Jul 29, 2010  •  Post A Comment

By Kunur Patel
Advertising Age

Motorola sure isn’t going to let the iPhone 4’s design flaw escape anyone’s attention.

In a print ad in the New York Times for its new Droid X on Verizon, the handset manufacturer boasts: "No Jacket Required. At Motorola, we believe a customer shouldn’t have to dress up their phone for it to work properly."

motoroladroidad.jpg

That’s a not-so-subtle whack at the new iPhone’s well-publicized tendency to drop calls when its external antenna is held in a certain way, as well as CEO Steve Jobs’ fix: a free "bumper" to cover up the spot. It’s not the first: In June, Motorola ran a newspaper ad saying its double antenna design "allows you to hold the phone any way you like."

Apple isn’t taking it lying down. Last week, the company posted a video to its website claiming that Droid X suffers from the same problem the iPhone 4 does: dropping calls when touched in a certain spot.

The video features bars disappearing when a hand grasps the handset. The Droid X video is just one of several antenna test videos on Apple’s site taking aim at manufacturers such as Research in Motion, HTC, Nokia and Samsung.

Even though Droid-carrier Verizon has a history of cutting the iPhone down in its AT&T-bashing Map for That series, it has not yet entered this recent bout of attack ads. The No. 1 wireless carrier has spearheaded most of the marketing for the new Android handset, but the No. 2 U.S. advertiser has yet to mention Apple in its latest ads, handled by its new agency McGarryBowen.

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