The power of nothing.

This spot for Droid X is intended to get people salivating over the new product out next month.



I wish I'd caught this on TV before seeing it online with the benefit of knowing the advertiser before watching, but I'm pretty sure my POV would be the same.

In relatively short time, Droid has managed to build a brand - from scratch and largely through advertising - out of sound, graphics and animation. The signature "Droid" sound button is as good a brand badge as any logo or tag line. It delivers personality, and implicitly through execution, product promise, without uttering more than a single syllable.

That's a pretty powerful proposition.

The vast majority of marketers out there would never approve this spot, even as a teaser. They'd baulk at its self indulgence and demand more product description. Make that, A product description. And then, probably more product description.

The insight here is easy - people want technology. Give them technology, then as soon as you do, start inventing something better, faster and more capable - then give them that. Repeat.

Droid has a big mountain to climb. It's called iPhone. And everyone knows Steve Jobs has tomorrow's hottest thing yesterday, so how do you promise innovation that innovates quicker?

You don't.

You just create a futuristic land and convince people your product lives there. A product invented by robots in a futuristic world. It's not believable ... in words.

This proves how it's possible for words to become superfluous. In fact, that may be a brand's greatest compliment - the ability to tell its story without literally telling a story.

Engage. Evoke emotion. Show personality. Demonstrate promise. Differentiate. Call to action.

Droid does STRATEGY.