I love the tagline: It's Not a Pod, It's the Mothership. It's aggressive, confident and obviously pits themselves against the iPod - sure to get media attention.

Considering the awareness that the iPod has right now, piggybacking on Apple's exposure really can't hurt. It's also worthwhile to acknowledge the comparison - whether we want to admit it or not, satellite radio essentially competes against the iPod. Nearly every article written about the first-gen XM2go units, or the Sirius S50, inevitably mentioned the iPod alongside. So why ignore that fact? Face them head-on.

Maybe the only negative side to directly going up against the iPod in your advertising is that a comparison of storage capacity may be made. That's probably the first thing that people will whine about, but when you consider the benefits of having constant access to satellite radio content - does the capacity comparison become moot?