Apple's latest iPhone rollout wasn't a game changer. Samsung's was a disaster. That leaves room for another phone maker to swoop in and claim its device is the future of mobile. And that's exactly what Moto is looking to do with its first television commercial since 2011.
The new work, from Ogilvy & Mather, plays off the lack of enthusiasm and innovation in the mobile phone market this year. The 60-second spot uses a bold color palate to get the viewer to see Moto as the solution to that drudgery.
"During a time where our competitors have only been introducing incremental changes to the mobile industry, the Moto Z family and Moto Mods are the first real change the industry has seen in years," Jan Huckfeldt, Motorola's CMO, said in a statement.
He added: "The goal of the 'Hello Moto' campaign is to elevate Moto brand awareness by reminding consumers of the nostalgic 'Hello Moto' sound of the Razr and drive more pervasive change in how consumers think about—and demand—mobile innovation."
While the hyperbole is a bit much—yeah, rose gold isn't an idea, but it's real pretty—the effort is fun and cute and reminds viewers that there are other options.
CREDITS
Client: Motorola
Jan Huckfeldt, Vice President of Marketing & CMO
Quinn O'Brien, Vice President, Worldwide Brand-Lenovo
Jo Moore, Worldwide Executive Brand Director
Philip Marchington, Executive Creative Director, Worldwide Marketing
Agency: Ogilvy NY
Creative:
Ryan Blank, Executive Creative Director
Mike Hahn, Executive Creative Director
Kevin Reilly, Senior Art Director
Ian Going, Senior Copywriter
Account:
Sandeep Vasudevan, Managing Director, Worldwide
Corinne Lowry, Managing Director
Laura Kanfer, Executive Group Director
Emily Maier, Management Supervisor
Melanie Greenblatt, Account Executive
Sydney Sadler, Assistant Account Executive
Strategy:
Ashley Wood, Global Consulting Partner
Kenan Ali, Planning Director
Production:
Eric Soloway, Executive Producer
Music:
Karl Westman, Director of Music
Sean Tuccillo, Music Production Coordinator
Production Company: Raucous
Ben Callner, Director
Steve Wi, Executive Producer
Phyllis Koenig, Executive Producer
Anne Vega, Head of Production
Adam Callner, Line Producer
Production Facility: 24/7
Gordon Mackinnon, Executive Producer
Sol Jonas, Producer
Chio del Olmo, Production Manager
Editorial Company: Ogilvy/H&O Productions NY
Maxim Bohichik, Editor
Moto Z + Moto Mods Influencer Program:
PR Agency: Weber Shandwick
Content Studio + Production Company: Portal A
Creative Director: Kai Hasson
Producer: Elyse Preiss
Editor: Arturo Morales
