Google has released a new Android ad that discusses fragmentation by killing us with cuteness. The ad depicts different videos of animals that are surprising best friends. There are elephants and dogs playing together, monkeys and horses, and even dogs and cats. The message at the end of the ad is simple “Be together. Not the same.”
The ad also, however, could be seen as taking a bit of a dig at Apple. While users can customize a wide range of different things on their Android device and customers can purchase different phones running different versions of Android, such as with Samsung’s TouchWiz and HTC’s Sense. There is, however, only one iOS. It could also be seen as saying that there is a variety of hardware devices available that run Android, but there is only one company that makes the iPhone.
The ad campaign also pulls at the heartstrings of the viewer. Who doesn’t want to see a dog having a pool party with an elephant? Or a cat opens a door so a dog can get through?
Android has been fragmented almost since it was first developed, however this is normally painted in a bad light. It’s interesting to see it from the perspective of “being together, not the same” rather than simply being fragmented.