Rock, Paper, Scissors, Shoot…….. Androids got some nice phones
The Android commercial titled “Rock, Paper, Scissor” uses a high school esque story with inanimate objects to display the idea of being different. In this commercial a piece of paper is going to school and is scared of the scissors who resemble bullies. He immediately goes to the other paper, but realizes he doesn’t fit in with them either. He then befriends a lonely pair of scissors and eventually a rock. This ad personifies people who didn’t fit into highschool so it chooses a more unique demographic.
This ad focuses on the need for affiliation, the need for attention, and the need for guidance. By showing the piece of paper as lonely and lost in the school, the viewer empathizes with it and imagines himself or herself in that situation. People who had a rough time in highschool understand the pains of feeling all alone and would give anything to escape that. This ad perfectly plays on the emotions of the consumer because they show the Android phone as a way to escape all of the hardships that come with being alone. Need for affiliation and need for guidance go hand in hand in this ad because of the angle it is coming from. Android is selling its phone as the best friend everyone needs and something that will set you apart from everyone else. Appealing to these emotions this ad gives the sense that it can provide consumers the friend they always wanted.
By using a story to show this ad, Android makes it clear who they are trying to sell to. By showing this poor piece of paper start to struggle in school they choose to focus on people who are likely to be in middle school, high school, or college. When the story ends and the rock,the paper, and the scissors are all friends this student based market will feel they can achieve this level of satisfaction in school too. In a sense Android is trying to use the “schlitz” method here. Every phone can connect people together, however Android is trying to prove they are the only ones that can bring that level of happiness.
Overall, this ad is very influential. The use of storytelling, psychology, and appealing to the emotions causes the consumer to think they need Android phones to feel safe in the world. Android promotes their phone as a friend, a safety blanket, and a connection to a happier you.