True to form, the new ad for the Motorola Droid X is long on aesthetics and short on information. The teaser is 15 seconds long and just shows a human eye changing into that of a robot. One practically needs a jeweler’s eyepiece to make out the info reflected in the eye—which includes the name of the Droid’s Twitter account (“Droid Landing”) and a few hardware details (HDMI out, 4.3-inch WVGA Screen, 8MP camera). The drawn-out approach worked well for the Droid last time, and it’ll probably do well now—there is a certain promise attached to futuristic, sci-fi imagery, especially when it’s applied to gadgetry on the way. But will it still be cool a few months from now, when we’ve all gotten a little exasperated with all this fanfare for a fancy smartphone? It feels like the new Droid teaser is an ad for upcoming ads, not for the product itself.
—Posted by David Kiefaber