This Superbowl spot for Motorola needed to dramatize the brand’s inclusiveness and accessibility. This is in contrast to Apple, which despite its challenger roots, has become an omnipresent force, unquestioned all too often when technology choices are being made. The spot features the ‘XOOM’, Motorola’s first tablet, as an example of how this philosophy can create superior devices. We needed to awaken consumers to the possibilities beyond the iPad and ignite a debate about what the best tablet really is, with the XOOM at the centre. Our creative solution – a love story set in a technological dystopia inwhich the XOOM acts as the catalyst for romance, referencing Apple’slegendary 1984 spot, and giving it a taste of its own Orwellian medicine.