Analysis of Android's 'Friends Furever' Marketing Report

This report provides an analysis of the Android 'Friends Furever' advertisement, examining its marketing communication strategies and effectiveness. The report discusses the advertisement's focus on emotional content and its alignment with the Android slogan, highlighting the depiction of unique animal friendships to connect with the target audience. It explores the advertisement's role in boosting Android sales and its appeal compared to competitors like Apple. The report also delves into the advertisement's shareability and its impact on consumer behavior, concluding that the advertisement's relatable content and unique approach make it successful in attracting the target audience and increasing brand awareness. The report references the advertisement's creators, Droga5, and its association with Google.

Running head: COMMUNICATION IN MARKETING
COMMUNICATION IN MARKETING
Name of the Student
Name of the University
Author Note

1COMMUNICATION IN MARKETING
Question 1.
The “Friends Furever” advertisement for the Android has been one of the most viewed
advertisement videos on YouTube (Youtube.com, 2017). It is one of the most shared and viewed
videos of the year 2015. The advertisement clip in discussion is said to have been shared over six
million times over the various social networking sites. This advertisement focusses on the very
basic relationship of the human world, friendship between two different species of the animal
world. In this advertisement is found the uneven friendships between two completely different
species of the animal world. The emotional content of this advertisement is quite high as it deals
with a human sentiment that is dear to all humans irrespective of their status in any field. The
advertisement clip had been composed keeping in mind the slogan of Android which states “Be
Together. Not the Same”.
The advertisement clip is rational too. In the advertisement clip in discussion, there are
captured some unlikely animal friendship relations and behaviors. In this clip a dog has been
depicted to be the friend of an elephant. The animals are seen bathing and swimming together.
The dog, at a point in the commercial, is seen to be resting itself on one of the legs of the
elephant which is a rare sight in the animal kingdom.
Question 2.
The buyers of the android devices may be said to be the target audience of the
advertisement. The underlying statement of the advertisement has been the slogan that arrives
almost at the end of the advertisement. It asks it viewers to stay together but at the same time
asks them to maintain their individuality. The animals in the video represent that friendship does
not necessarily need to be formed among two members of the same species. Advertisements are
generally floated in the media to boost the sales of the product (Percy & Elliott, 2016; Moriarty

2COMMUNICATION IN MARKETING
et al 2014; Solomon, 2014). In the case of this advertisement too, the sale of the product Android
is aimed to be boosted.
The Android software allows its users to avail the software in a variety of hardware sets.
It provides services for the people who belong to different strata of the society. The slogan is
therefore fulfilled in case of this advertisement. The animals that were shot in the making of this
video are adorable to view and the bonding that they share despite belonging to completely
different species of the animal kingdom is worth commending. The advertisement was made by
Droga5, an independent network dedicated towards advertising (Droga5.com, 2017). This
advertisement clip has been released from the house of Google to promote the operating system
Android (Theglobeandmail.com, 2017).
Question 3.
It is human psychology to share any appealing thought or sight among peers and other
known persons. The advertisement in discussion is too adorable and unique for someone not to
share. The animals in the advertisement clip are picturized and shot in a way that makes them
appear all the more adorable. The relationships that they are shown to be sharing are very rare
sights in the animal kingdom. The clip of the advertisement has nothing to do with phones and
networking. The advertisements of android have been compared to those of another software
service provider in the present market, Apple.
The advertisements of Apple do generally deliver a video clipping of their product and a
person is video-graphed stating the fact that the tech-giant has launched a new product. unlike
Apple, the advertisements of Android incorporate into themselves ideas and objects from
everyday life and the world around. Thus the advertisements of Android are found to be more
connectable to their target audience. An advertisement should always be appealing enough to

3COMMUNICATION IN MARKETING
attract the target audience of the product towards buying it. The advertisements from the house
of Android are interesting and appealing enough for the target audience, the users of Android o
get attracted towards the product. This advertisement, in discussion, intrigues the viewer to find
about more on the product thereby increasing the number of possible customers for the company.

4COMMUNICATION IN MARKETING
References
Droga5.com. (2017). Droga5. Droga5. Retrieved 14 October 2017, from https://droga5.com/
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R.
(2014). Advertising: Principles and practice. Pearson Australia.
Percy, L., & Elliott, R. H. (2016). Strategic advertising management. Oxford University Press.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.
Theglobeandmail.com. (2017). The Globe and Mail - News Sources. The Globe and Mail.
Retrieved 14 October 2017, from
https://www.theglobeandmail.com/globe-investor/news-sources/?
mid=bwire.20151119.20151119005249
Youtube.com. (2017). Android: Friends Furever. YouTube. Retrieved 14 October 2017, from
https://www.youtube.com/watch?v=vnVuqfXohxc