Moto 360 'A Watch for Our Times' by Droga5

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Moto 360 "A Watch for Our Times" by Droga5.
Moto 360 "A Watch for Our Times" by Droga5.

Spots for the smartwatch ampoon luxury advertising cliches to show its practical side

Motorola's Moto 360 has joined the up-and-coming market for smartwatches. "A Watch For Our Times" subverts the field by flipping the script.

The spots lampoon the cliches of luxury advertising: The sharply dressed model. The model’s intense serious gaze. The high-contrast photography. The low-depth-of field-product shots. The symphony music. The dramatic male voiceover. The lists of attributes.

All those tropes are in place, but agency Doga5 ends the ad with a twist by as it showcases the device's practicality. One spot showing a businessman in a tailored suit begins with the words "craftsmanship, style" — then adds  "burritos" as the watch shows a food delivery is on the way.

Other ads portray Moto 360 owners receiving a selfie, a call from the wife and an event reminder for a party. Each ending lulls the viewer to expect the usual, then thrown a practical application or real-world problem.

Campaign credits

Advertising Agency: Droga5
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Neil Heymann
Creative Director: David Gibson
Creative Director: Nathan Lennon
Creative: Bryan Stokely
Creative: Martins Zelcs
Creative: Spencer LaVallee
Creative Mutant: Jen Lu
Designer: Mark Yoon
Executive Producer: Matt Nowak
Senior Art Producer: Julia Menassa
Senior Print Producer: Jeannie O’Toole
Production Business Manager: Librado Sanchez
Global Business Director: Bryan Yasko
Account Director: Brian D’Entremont
Account Manager: Kate Behne
Associate Account Manager: Lucie Kittel
Group Brand Strategy Director: David Gonzales
Brand Strategy Director: Dan Wilkos
Communications Strategist: Elsa Stahura
Client: Motorola
SVP Global Marketing & Communications: Adrienne Hayes
Global Brand Director: Barry Smyth
Sr. Brand Communications Manager: Katie Cowan
Brand Manager: Amee Shah
Production Company: Believe Media
Director: Floria Sigismondi
Executive Producer: Liz Silver
Executive Producer: Luke Thornton
Executive Producer: Jannie McInnes
Head of Production: Vitaly Kashman
Producer: Oualid Mouaness
Editorial: Cutting Room
Executive Producer: Melissa Lubin
Editor: Chuck Willis
Color: The Mill
Colorist: Michael Rossiter
Finishing/FX: Light of Day
Audio Post: Heard City
Mixer: Keith Reynaud
Music: Barking Owl
Creative Director/Partner: Kelly Bayett
Head of Production: Whitney Fromholtz
Photographer: David Hughes
Agent: Rebecca Roberts

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