Hasta La Creative!

Apple may have announced two new phones last week — they went on sale in stores today — but it was Google-owned rival Motorola that topped the week’s chart of most popular videos. Motorola’s “Lazy Phone” ads for its new Moto X smartphone beat out Apple’s videos about the iPhone 5s and 5c by more than 7 million views, albeit with an extra day of exposure because of Motorola’s smart strategy to debut the ads online a day before Apple’s announcement.

The Moto X videos feature comedic actor T.J. Miller personifying a smartphone so lazy that it’s more a nuisance than help in users’ lives. Brian Wallace, Motorola’s VP-global brand and product marketing, said he sought Mr. Miller for the campaign because he had previously seen Mr. Miller perform at a comedy show. Mr. Wallace was so impressed by Mr. Miller’s performance that he thought he’d be a good fit for what turned out to be hilarious commercials.

Mr. Wallace said his favorite commercial of the bunch was the “Touchless Control” ad, which shows Mr. Miller — the lazy phone — in bed with a couple. That commercial has gathered the majority of the views for the campaign, according to Visible Measures.

Continue reading at AdAge.com