This Bold Motorola Ad Has Some of the Most Damning Anti-Apple Copy We've Seen

In the mid-aughts, Motorola’s Razr was the it phone. Until the iPhone came along.

So, it’s easy to imagine Motorola’s excitement when the competitor that knocked it down seems to be faltering, and it can jump at the chance to fight back. That’s exactly what Motorola, now a Lenovo company, has done with a full-page print ad from Ogilvy in The New York Times. 

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Motorola Transports You to 2006 in Fun Teaser for the Re-release of the Moto Razr

If you dig into the history of the cell phone, you’ll find that from roughly 2004 to 2006, the Moto Razr was king—this was after the Samsung Sidekick but before the launch of Apple’s iPhone. So it makes sense then that when it comes to marketing for the potential re-release of that very phone, the campaign would be steeped in mid-aughts nostalgia. 

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Droga5 Performs ‘The Longest Search’ for Motorola

DigitasLBi Celebrates the Selfie Stick for Motorola

DigitasLBi launched a digital April Fool’s Day spot for Motorola, supposedly introducing the “#MotoSelfieStick.”

The 90-second spot plays it straight, feigning seriousness with dramatic piano music and artisans talking about their craft and what the selfie stick really means. “A selfie stick is a branch of self-expression,” says a woodworker at the beginning of the spot. “To take such a raw form and craft it into one of the most practical and useful accessories around…it’s like when the sun turns the rain into a rainbow.”

The tongue-in-cheek spot never turns its back on the mock serious tone, which pokes fun at both the selfie stick and advertising cliches. Because of this, it may be the most successful of branded April Fool’s Day videos (although it also helps that we viewed it after the barrage of such efforts). It also appears to be one of the more popular, racking up almost 400,000 views over the last several days.

Credits:

Client: Motorola Mobility LLC

North America Social Media: Jenna Rice

Global Social Media: Barbara Liss

North America Public Relations: Dawn McKenzie

Sr. Brand Comm. Manager: Katie Cowan

 

Agency: DigitasLBi

VP Account Director: Kevin Babcock

Creative Director: Mark Czupryna

Sr. Social Media Strategist: Matt Wolk

Sr. Producer: Kristen Hartill

 

Production Company: Tool

Director: Shawn Z

Managing Director – Live Action / EP: Oliver Fuselier

Managing Director – Digital: Dustin Callif

Executive Producer Live Action: Lori Stonebraker

Producer: Patrick Malloy

 

Editorial Co.: BUTCHER

Editor: Teddy Gersten

Executive Producer: Rob Van

Moto Makes You Master of Your Own Whimsical Phone Lab in This Handcrafted Spot

Droga5 likes building elaborate, full-scale sets for its Motorola spots rather than relying on computer effects and camera tricks. This approach seems especially apt in “The Maker,” a minute-long clip touting a site that lets users customize their Moto X smartphones.

Moto Maker is a site that lets users trick out their handsets in various colors and designs. Options include metal accents, wood tones (like teak and bamboo), laser-etched signatures and, for a limited time, football leather. (Motorola asks that “you resist the urge to spike your phone,” which is probably always good advice.)

The spot shows the same guy in two rooms separated by a wall: on one side, he’s clicking away on a computer to detail his Moto X. On the other, he’s running around a fanciful laboratory, where he employs robotic arms, chemicals and laser beams to tailor his phone. Director Vesa Manninen of Reset Content injects the proceedings with whimsical charm—and the impressive visuals are on par with previous entries in Motorola’s “Choose Choice” campaign.

The overarching strategy of “The Maker” is itself a smart choice, since the term has taken on heightened significance with the emerging Maker Movement. Letting users make creative decisions to suit their interests and personalities, even on a limited basis, is a decidedly cool selling point that Apple can’t claim.

The dude in the commercial was wise to scuttle his “Panda King” imprint in favor of the more practical “Ben’s Phone.” Going with the bamboo finish, however, is so 2013.



James Franco Is Saved From Certain Death by a Quick-Thinking Droid Turbo

The new Droid Turbo is so fast that when James Franco falls off the roof at a party, he can use the Motorola phone to find the nearest safe landing, calculate the best route there and text his date to meet him at the bottom—all before he crashes through an awning into a dumpster and dusts himself off.

So says this Verizon ad from mcgarrybowen, which features James Franco because James Franco is a cool guy everybody knows. He’s great with the ladies, too. The whole reason he goes over the edge in the first place is to rescue the red scarf of a damsel, because that’s the kind of guy James Franco is. He succeeds, obviously. If you get a Droid Turbo like James Franco, you’ll be great with the ladies, too.

That is unless maybe you’re the James Franco who’s married to novelist Gary Shteyngart. Or the James Franco who’s lobbying for a movie starring James Franco to get an Oscar. Or the James Franco who’s getting punched in the face, or directing a jeans commercial, or talking about how great it is be James Franco in an ad for Motorola rival Samsung’s Galaxy tablet.

Or, if you’re the kind of James Franco who’s not into selling out, you could be the James Franco who posts an Instagram of yourself holding an iPhone 6 the same day your Motorola campaign launches. Oops.



See How Droga5 Actually Made the Insanely Intricate Sets for Moto's New Ads

Who needs CGI when you can build your own outlandishly complex ad props by hand?

Clearly Droga5 is up to the challenge, as illustrated by the behind-the-scenes video just released by the agency to recap how it created four new spots for Motorola Mobility. 

The ads—for the Moto X and Moto G smartphones, Moto 360 smartwatch and Moto Hint wireless earbud—slowly reveal their interconnected prop designs, showing the complete set in the closing frames.

Despite sharing one large sound stage and production crew, the ads each feel completely unique, with the unifying factor being a flowing sense of shot planning and craftsmanship. It’s a nice continuation of what we saw in the agency’s earlier spot for the Moto E, which turned a 3-second drop into an epic 60-second journey.

Check out the behind-the-scenes photos and videos below, followed by the finished product and credits.

CREDITS

Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Neil Heymann
Creative Directors: David Gibson and  Nathan Lennon
Art Director: Andrew Wilcox
Copywriter: Spencer LaVallee
Creative Mutant: Jen Lu
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Broadcast Producer: Bill Berg
Group Brand Strategy Director: David Gonzales
Brand Strategy Director: Dan Wilkos
Global Business Director: Bryan Yasko
Account Directors: Ben Myers and  Amanda Chandler
Account Manager: Stephanie Thiel
Associate Account Manager: Jennifer Mott

Client: Motorola
Marketing Director: Barry Smyth
Brand Marketing Managers: Lindsay Dahms and  Magno Herran

Production Company: 1stAveMachine
Director: Asif Mian
Director of Photography: Manuel Ruiz
Partner/Executive Producer: Sam Penfield
Executive Producer: Melinda Nugent
Head of Production: Lisanne McDonald
Line Producer: Jason Taragan
Production Supervisor: Don Coppola
Postproduction Producer: Mike Sullo

Editorial: Rock Paper Scissors
Editors: Dan De Winter and Christopher Mitchell
Assistant Editor: Alex Liu
Head of Production: Justin Kumpata
Executive Producer: Eve Kornblum
Producer: Kristine Polinsky

Postproduction: 1stAveMachine
Head of Production: Lisanne McDonald
Postproduction Producer: Mike Sullo
Postproduction Coordinator: Patricia Burgess
Visual Effects Supervisor: Ed Manning

Color: Ricart & Co.
Colorist: Seth Ricart
Producer: Marcus Lansdell

Music: Search Party Music
Executive Producer: Eric David Johnson aka DJ Bunny Ears
Music Producer: Winslow Bright
Composer, Moto G: Paul Hammer
Composer, Moto X: Luke Adams
Composer, Anthem: Brian Englishman
Music: Moto Hint Egg Music
Songwriter: Erik Appelwick
Producer: Brack Herfurth

Sound: Sonic Union
Mixer: Rob McIver



First Smartwatch by Android Wear

Après le lancement de la plate-forme de Google pour les appareils portables, Motorola introduit Moto 360, la première montre effectuée Smartwatch sur Android. Moto 360 vous permet une quantité de fonctions, messages, téléphone, rappels, internet etc. Une création à découvrir en photos et vidéo dans la suite.

First Smartwatch powered by Android Wear 1
First Smartwatch powered by Android Wear 7
First Smartwatch powered by Android Wear 6
First Smartwatch powered by Android Wear 5
First Smartwatch powered by Android Wear 4
First Smartwatch powered by Android Wear 3
First Smartwatch powered by Android Wear 2

Anúncio impresso da Motorola permite trocar as cores do smartphone apertando botões

Apertando botões em um anúncio interativo impresso, os leitores da Wired de janeiro poderão trocar as cores do smartphone Moto X. A peça da Motorola será veiculada em 150 mil edições da revista, distribuídas apenas em Nova York e Chicago.

Criado pela Digitas, o anúncio foi desenvolvido com finíssimos LED’s e baterias, com a espessura de uma folha de papel. Certamente, o custo deve tornar inviável uma veiculação mais ampla, mas chama atenção suficiente para ser comentado em outras mídias. O vídeo no YouTube, por exemplo, já tem mais visualizações do que a quantidade de revistas em que a peça estará presente.

Vale lembrar também que não é a primeira vez que esse tipo de traquitana dá interatividade a um anúncio impresso, mas o resultado final parece bem mais convincente do que as tentativas anteriores.

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Print Ad for Moto X Lets You Change the Phone’s Color With the Push of a Button

Whether you think it's a long-awaited ad hybrid or just a high-cost gimmick, this upcoming interactive print ad for Motorola's Moto X is definitely pushing people's buttons.

Running in 150,000 New York and Chicago editions of January's Wired magazine, the ad lets readers change the color of the handset on display by tapping controls located at the bottom of the page.

The ad's functionality, achieved via wafer-thin LEDs and batteries and created by Digitas, mimics the more full-featured MotoMaker site that allows you to browse the device's customizable options. Bloggers and viewers of the preview video seem mixed on whether this is truly innovative or just a stunt that would be too expensive to be widely replicated in print. Others just seem happy they don't have to pull out their smartphones to play with the ad: "The future of print advertising?" one YouTube commenter jokingly asked. "Can't be—there's not a freakin' #QRcode in sight.?"

Other recent efforts blurring the lines between conventional and cutting-edge include a Nivea print promo that uses solar power to charge cellphones, a CW live Twitter feed embedded in a magazine ad and a billboard that draws moisture out of desert air and turns it into safe drinking water.

Via Mashable.


    

48 horas com Edward Norton

O produto é da Motorola, mas quem paga pelo comercial é a Verizon: para divulgar o smartphone Droid, a operadora resolveu apostar em uma aventura maluca, protagonizada por Edward Norton. A criação da história – que tem uma pegada de Se Beber, Não Case, como bem pontuou a Creativity Online – coube à agência McGarryBowen, de Nova York.

A hashtag #FortyEight se refere à durabilidade da bateria do smartphone, ferramenta indispensável para a sobrevivência de Norton… ou quase. Isso porque a história começa no necrotério, com o ator praticamente voltando dos mortos. É a partir daí que descobrimos o que aconteceu para que ele chegasse até lá.

Se depois de assistir ao filme principal ficou uma vontade de saber mais, o canal da Verizon no YouTube está postando versões estendidas de algumas cenas, dando aos coadjuvantes a oportunidade de brilhar…

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Motorola mergulha no storytelling interativo com Spotlight Player

Exclusividade do Moto X, a Motorola decidiu investir pesado na criação de “histórias interativas imersivas em tempo real”, como a própria marca define na descrição do Spotlight Player. A ideia é oferecer narrativas exclusivas para celulares (no caso, o Moto X), misturando cinema e game. Lançada esta semana nos Estados Unidos, a primeira história é Windy Day, criada pelo diretor Jan Pinkava, de Ratatouille.

A descrição do aplicativo informa, ainda, que “Windy Day foi processado usando os mesmos gráficos padrão que fazem com que os personagens da Pixar e os ambientes sejam tão perfeitos”.

Um grande diferencial no Spotlight Player é que ele promete ao usuário o controle para explorar o cenário, permitindo que a experiência seja mais personalizada, com cada um fazendo suas próprias descobertas. Isso é feito por meio da movimentação do aparelho, que também movimenta a câmera. Com esta liberdade, a meta é dar a impressão de que se está dentro da história do ratinho que persegue seu chapéu pela floresta.

Por enquanto, a maior reclamação do público em geral está no fato de o Spotlight Player ser uma exclusividade do Moto X. A princípio, a Motorola não dá pistas de que isso irá mudar.

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Smartphone preguiçoso volta a causar confusão

Há algumas semanas, a MotorolaGoogle finalmente entrou na “briga” dos smartphones com três filmes criados pela Droga5, com um simpático – e ainda assim irritante – personagem, o Lazy Phone. Personificação do smartphone “preguiçoso”, aquele em que você precisa fazer tudo para conseguir ouvir música, fotografar ou acessar suas mensagens, a campanha alcançou um certo sucesso no YouTube – um dos vídeos conta com quase 15 milhões de views.

E como não se mexe em time que está ganhando, a Droga5 foi convocada para dar continuidade à saga de confusões do Lazy Phone, mais uma vez trollando a concorrência com bom humor. No mais recente filme, o foco vai para o sistema de navegação ativado por voz – com direito até à falha no reconhecimento do comando. A consequência? Desastrosa, é claro.

Enquanto isso, o usuário do Moto X mais uma vez aparece com tudo funcionando perfeitamente, para jogar na cara do outro a superioridade de seu aparelho.

moto
moto1

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Filmes personificam o smartphone “preguiçoso”

Enquanto a Nokia/Microsoft já pediu mais de uma vez para que os fãs da Apple e da Samsung não briguem, a Motorola (leia-se Google) quer mesmo é ver o circo pegar fogo. Ou quase isso, a julgar pelos três últimos filmes criados pela Droga5, em que vemos o smartphone da concorrência como a personificação da preguiça.

É claro que a melhor forma de se provocar os concorrentes é apostando no senso de humor, ingrediente que estes comerciais têm de sobra. Ao mesmo tempo, conseguem mostrar as qualidades do Moto X, o produto que supre as necessidades do consumidor onde os outros falham.

O primeiro, Quick Capture, faz referência ao último filme da Nokia/Microsoft mostrando praticamente a mesma situação – a apresentação do teatro da escola -, mas com um problema diferente para os usuários das outras marcas.

Já em Touchless Control, uma noite romântica é estragada pelo celular preguiçoso, que só toca a música desejada pelo dono se ele deslizar sua mão pela superfície do “aparelho”. O último, Active Display, traz um profissional em uma situação complicada durante uma reunião, quando ele tenta acessar discretamente suas notificações e o “smartphone” começa a fazer escândalo.

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Motorola Droid | Stealth

Com uma super produção publicitária, a Motorola ressurge das cinzas para apostar tudo o que lhe resta no Droid. Lançado em parceria com a operadora Verizon, o smartphone é considerado o melhor até o momento a fazer uso do Google Android.

Recheado de computação gráfica, o filme mostra os Motorola Droid’s sendo atirados do céu por aviões invisíveis F-117 Nighthawk. Apesar do cool factor, a Motorola insiste em dizer que o Droid não veio para competir com o iPhone.

| Via Mobile Crunch

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Recession Marketing: Spending Will Make You Stronger

Introduction

Is it good business practice to reduce or eliminate marketing expenditures during a recession? The logical answer would be “yes,” as the revenue stream reduces to a trickle. History, however, has shown this practice to be counterproductive, even detrimental, to long-term success. Weathering the storm is certainly a priority, but the objective is to get back to port safely after the storm abates. History, with nothing but facts on her side, has never been proven incorrect. One thing is certain: Making decisions based upon awareness is good practice; basing them on fear is not.

A Tale Of Two Cereals

In the early twenties, both Kellogg and Post Cereals were not sure that they would overcome cream of wheat or oatmeal to the popular breakfast foods of the day: a hearty cooked breakfast, cream of wheat, or oatmeal. The two companies fought one another for market share dominance until the depression hit.

Each company took a different path. One braced for the economic storm, cutting marketing budgets, reining in expenses, and laying off workers. The other stepped into the storm, doubled advertising expenditures, aggressively took advantage of radio advertising, and focused all their strength behind a single product. By the early 1930s, the economy had fallen to it’s lowest point, yet one company showed a 30% rise in profits. Which cereal company came out ahead?

The answer: Kellogg Cereal, with their top-selling product, Rice Krispies. A bold decision made during crisis defined Kellogg Cereal’s future, and they’ve maintained industry dominance for the past seventy-five years.

But That’s Just One Case Study…

Okay, so that’s a single success story. A fluke. An anomaly. Fortunately, there are numerous examples: In February 1930, four months after the historic market crash, Henry Luce launched an expensive, “irreverent, and vibrantly-colored arsenal of human interest stories.” At $1.00 per copy, it was more than many could afford, and it kicked off with 30,000 subscribers. Seven years later, Fortune’s circulation was at a half million, and the company was in the black. Kraft Foods is another example. Kraft realized that consumers were downtrodden and needed something to help them through the depression, not to mention that Kraft’s mayonnaise sales were plummeting. So, Kraft decided to launch a new product called Miracle Whip (a dressing/mayonnaise) at the Chicago World’s Fair in 1933. “A sandwich just isn’t a sandwich with out the TANGY ZIP of Miracle Whip,” was the tagline for the new product, and six months after launch, Miracle Whip was outselling every single brand of dressing and mayonnaise available.

It’s Innovation, Stupid!

Innovation is the key. Kellogg Cereal focused on one product and doubled their marketing expenditures. Fortune filled a niche that was missing from The Wall Street Journal. Kraft introduced a new product. Other examples: Revlon,a start-up cosmetic company, introduced a classy polish for fingernails. Within years, they were the most well-known cosmetic company in the world. Two brothers began a company that marketed the first car radio successfully, and began a company later named Motorola. In England, a man came up with books that were affordable for the masses by making them entirely out of paper (no hardcovers). The man became the founder of became Penguin books, and “paperbacks” sold exclusively through Woolworths. Texas Instruments, Hewlett-Packard, basketball, The Pittsburgh Steelers, Allstate Insurance: all rooted in the depression. Studies completed during recessionary periods show that this was not a fluke; the same results are seen for companies that innovate and stay on course through the tough times: they emerge stronger and more profitable than those that remained static.

In a study of 600 business-to-business companies, McGraw-Hill Research found that businesses that maintained or increased their advertising expenditures during the 1981-1982 recession, averaged higher sales growth during the recession and in the three years following. By 1985, sales of aggressive recession advertisers (those that either maintained or increased spending) had risen 256% over those that cut-back on advertising. (Innovating Through Recession)

A few years ago, a small book came out; “Whatever You Think, Think The Opposite,” written by a former Saatchi and Saatchi Creative Director named Paul Arden. The book is a guide that points out that one of the most dangerous practices in life is playing it safe.

The first page is emblazoned with this quote: “It’s the wrong way to think, but the right way to win.”  That leaves two paths from which to choose: the safe, well-traveled path, or the road less taken. The latter may be treacherous, but it will certainly be more fun: afterall, how often does a company get a chance to reinvent themselves?

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com/in/jefflouis or twitter.com/jlo0312.

Motorola Motorokr E6: Music

Motorola Motorokr E6: Music

Motorola Motorokr E6: War

Motorola Motorokr E6: War

Motorola Motorokr E6: Martial arts

Motorola Motorokr E6: Martial arts