Google mocks Apple with ‘iPager’ spoof, saying its SMS texting technology is just as outdated
‘It's 2023, and texting shouldn't feel like using a pager,’ Google says as Android-iPhone texting problems continue

Editor's Pick
Apple just released its snazzy new iPhone 15, but Google says it’s hardly better than a 1980s-era pager—at when it comes to its texting technology, which continues to have compatibility problems with Google’s Android devices.
Google on Thursday rolled out a spot called “Meet iPager,” created by agency David Miami, which is a spoof of Apple advertising—in particular, the iPhone videos full of beauty shots that Apple famously uses when it rolls out a new device.
But it’s thick with irony, as the fictional product on display represents decades-old tech—much as Apple’s SMS texting protocol does, according to Google, which wants Apple to switch to RCS.
The spot is backed by the 1992 Stereo MCs song “Connected.”
The campaign, which uses online videos, out-of-home and social media, uses phrases like “What year is this?" and “Time for SMS to exit the chat.” In addition, 3D-printed mockups of the iPager device will be sent to influencers. This is the latest salvo in an Android campaign themed #GetTheMessage, which launched in 2022.
Google’s Android site has a whole page devoted to #GetTheMessage. The brand says: “Blurry videos, broken group chats, lack of encryption and more. Texting between iPhones and Android phones feels like using tech from another era, because it is—Apple refuses to adopt modern texting standards. But it's 2023, and texting shouldn't feel like using a pager.”
Asked at an event last year about iPhones adopting RCS, Apple CEO Tim Cook said: “I don’t hear our users asking that we put a lot of energy in on that at this point.” Instead, he said, “I would love to convert you to an iPhone.”
“In today’s world, texting should be seamless, inclusive and secure, not broken, degraded and outdated,” said Adrienne Lofton, Google’s VP of global consumer marketing. “By holding on to VCR-era technology and not adopting the modern messaging standard or participating in the process with the rest of the mobile industry, Apple is holding everyone back. This doesn’t just impact their users, it impacts everyone who wants to communicate in an inclusive world. We sincerely invite them to help us all move messaging forward.”
“Stepping back in time isn’t always a nostalgic joy ride,” said Rafa Donato, chief creative officer at DAVID Miami. “When it comes to messaging, it's time to leave the ’90s behind and embrace the future of communication. #GetTheMessage and move past the ‘pager’ days.”
Credits
- Date
- Sep 22, 2023
- Client :
- Android
- Agency :
- David-Miami
- VP Platforms & Ecosystems Marketing :
- Nick Drake
- VP Global Integrated Consumer Marketing :
- Adrienne Lofton
- Senior Director Marketing :
- Menaka Shroff
- Director of Brand Marketing :
- Jason Fournier
- Global Group Creative Lead :
- Alicia Marder
- Senior Global Brand Marketing Manager :
- Blake Bensman
- Senior Product Marketing Manager :
- Alex Horowitz
- Marketing Consultant :
- Victoria Goolnick
- Global Brand Marketing Lead :
- Brendon Holder
- Social Marketing Manager :
- Jesse Cohen
- Program Manager :
- Rachel McConnell
- Global CCO & Partner :
- Pancho Cassis
- Global COO :
- Sylvia Panico
- Managing Director :
- Carolina Vieira
- CCO :
- Rafael Donato
- Group Creative Director :
- Alejandro Juli
- Associate Creative Director :
- Bruno Reis
- Associate Creative Director :
- Joao Corazza
- Associate Creative Director :
- Georgia Taylor
- Associate Creative Director :
- Sarah Dembkowski
- Art Director :
- Joao Corazza
- Copywriter :
- Bruno Reis
- Head of Production :
- Brenda Morrison Fell
- Producer :
- Thiago Zveiter
- Senior Producer :
- Natasha Louckevitch
- Head of Account :
- Mariana D'Aprile
- Group Account Director :
- Gabriella Hellbrugge
- Account Supervisor :
- Isabella Carrion
- Account Executive :
- Patricia Menendez
- Global Chief Strategy Officer :
- Paula Vampre
- Executive Strategy Director :
- Annie Rowe
- Strategist :
- Brooklyn Carey
- Head of Innovation & Technology :
- Toni Ferreira
- Social Media Content Strategist :
- Maria Fernanda Maceda
- Graphic Designer :
- Valeria Moreno
- Director of Business Affairs :
- Barbara Karalis
- Business Affairs Manager :
- Catalina Peña
- Global PR Director :
- Sandra Azedo
- Animation & Design :
- Masters & Savant
- Creative Director :
- Chris Lockhart
- Producer :
- Kelsey Calder
- Senior 3D Animator & Editor :
- Sean Frawley
- Senior 3D Animator & Compositor :
- Yolandi Meiring
- Senior 3D Animator :
- Gerbrand Nel
- Finishing Artist :
- Sean Frew
- iPager Kit :
- Baby Lion Media
- Executive Producer :
- Ramon Nuñez
- Creative Director :
- Digby
- Senior Producer :
- Brett Annese
- Associate Producer :
- Lisa Morel
- Product Photography :
- Adrian Mueller
- Fabrication :
- Ketama Collective
- Executive Producer :
- Nicolas Ferrero
- Senior Producer :
- Maria Saravia
- Lead Engineer :
- Agustin Mende
- Industrial Designer :
- Thiago Quirici
- Electronic Engineer :
- Alejandro Kruchowsky
- Packaging Design :
- Azul Cadenas
- Fabrication Supervisor :
- Hernan Gural
- Render Artist :
- Diego Mendoza
- Music & Sound Mix :
- Marmoset
- Music Producer :
- Katy Davidson
- Music Producer :
- Tim Shrout
- Music Editor :
- Greg Jong
- Music Editor :
- Graham Barton
- Account Manager :
- Rachel Basile
- Music License :
- Mayflower
- Music Manager :
- Josh Lieb
- Director Music & Brand Partnerships :
- Pete Merriman
- Senior Director Music :
- Danny Simon
- Performed by :
- Stereo MC's
- Written by :
- Robert Charles Birch
- Written by :
- Nicholas Edward James Hallam
- Written by :
- Harry Wayne Casey
- Written by :
- Richard Finch
- Published by :
- Sony Music Publishing
- Influencers Endorsement :
- Mayflower
- VP of Talent Procurement :
- Ian Weintraub
- VP of Talent Procurement :
- Kerri Green
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