In Case You Haven't Heard, Droid Does. Droid Does A Lot.

Hey, can your phone brush your teeth for you, find a restaurant, solve world hunger, and download music? Droid can.

The commercials for the Droid handset for Verizon Wireless have taken an interesting approach to marketing what is now their flagship device.

They started off vague, with ads simply and ominously espousing what it would be able to do with no release date. The only information given was the name "droid" and a website.

As the launch date drew closer, television spots featuring the phones dropped in capsules from stealth bombers that looked like spaceships fueled the air of mystery and hype while still being purposefully nebulous.

Now that the phone is available in the marketplace, the ads focus more on its function. They come at it in a gritty, no-nonsense way that bears a hint of resemblance to Chuck Norris style mythology. The male announcer's voice is dead serious when he tells you that Droid is a "bare knuckle bucket of does." The message is clear: this phone is the king of badasses. If you don't have it, you're a sissy.

The newer spots use industrial backgrounds and robotic imagery constantly to keep with the image of the Droid being the Terminator/Chuck Norris of handsets, with robotic hands punching in commands on its touchscreen while it sits there looking like a secret government project.

All in all, the campaign was a good one. Verizon created interest and a defined image while never taking itself too seriously. As always, check the ad below.