Google made a last-ditch effort on Monday to remind the world about Android Wear smartwatches before Apple Watch buzz takes over the news cycle.
The new "Android: Wear What You Want" video ad debuted just ahead of Cupertino's big Apple Watch announcement.
Only 17 seconds long, the clip features brightly-dressed hipsters popping and locking to the beat of their unique wearable—square or round, colored or neutral, sporty or stylish.
It ends with Google's new "Be Together. Not the Same" slogan, which calls to mind a recent Android ad featuring cuddly animals of different species being best friends fur-ever.
But the phrase also emphasizes an important aspect of the search giant's campaign. Customers can choose their watch (or smartphone or tablet) from the manufacturer they want. There are no constraints and no ties to a single conglomerate. Google's looking at you, Apple.
Behind the four-sided facade and interchangeable band of the upcoming Apple Watch, Cupertino's devices, history suggests, will all look the same, run the same, and probably break at the same time.
Android Wear, on the other hand, comes in different variations with different functionality for different users—because Google is leaving design up to OEMs.
That's not an automatic win for Android Wear, though. According to recent data from Canalys, about 720,000 Wear devices shipped in 2014, with the Motorola Moto 360 the most popular.
LG's round G Watch R was also relatively well-received, besting the original G Watch. But Android Wear was unable to top popular brands like Kickstarter darling Pebble, which has sold more than 1 million smartwatches since its 2013 launch.
Still, Google may secretly be hoping for Apple Watch success. Apple's brand power could give the overall smartwatch market a boost, helping Android Wear devices indirectly. Cupertino unveiled its wrist-worn gadget last fall, later revealing a $349 starting price for three versions: standard, sporty, and luxury.
For more, keep up with PCMag's live-blogging from the Apple Watch event. Also check out our Hands On With the Apple Watch, and 4 Things to Consider When Judging the Apple Watch.