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