Start with the premise that they should not copy the iPhone ad format, where they show the phone and then show it doing something, like opening and editing a video.

They obviously went with a strategy of name recognition and buzz, instead of providing information, but I don't like that strategy. Even if the ads were ok instead of being creepy, they need to get the most bang for their buck on these ads, especially with Palm having financial trouble.

There are an infinite number of ways to sell the Pre to the public, but one that came to me was to emphasize the cards metaphor. So, have a series of ads that play on the use of cards and multi-tasking--an arena where Palm has an advantage over the iPhone. For example, an ad with a street magician saying, "pick a card, any card" to a throng, and you pan in, and he flips through a series of apps on the Pre, showing calendar, Pandora, email, photos, TV, whatever you want to show off. People in the crowd are oohing and aahing, and shouting out, "we want pandora", "play a video" "check email", etc. Then the magician says, "no problem we can do all of them. All at the same time." The crowd cheers, except one guy with slumped shoulders, who slinks away.

Next, do one with people at a poker table. One of the guys is holding his Pre. "How many cards do you want?" The geeky guy with the iPhone in his hands wheezes, "I'll just take one, that's all I need". The guy with the Blackberry says "I would love some, but I just can't". Then they pan in to a guy holding a Pre. It shows him reading his email. He then minimizes and slides over to another app, and brings it up. "Two". He minimizes again, slides a new card over. "Three, no, Four. Never mind, I'll take all the cards. He flicks the cards on his Pre confidently, they have a shuffle graphic and sound effect, and it comes up 4 aces, like a video poker game. The other players at the table look dejected, and hang their heads.

Follow up scenarios: Old folks playing bridge, Tarot reader, souvenir shop with post cards.

3-5 ads with this way of introducing the Pre would get it in the public mind, and in a creative way. Then, a few months down the line, follow it up with more informative ads, telling all the other things that it does. Especially after the updates have added some new features.

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