25
Sep
MotoX-Thumb

So the Moto X "Lazy Phone" ads are the best smartphone-related ones out right now. They're both funny and memorable, which is basically 90% of what a commercial really needs to be a success. The remaining 10% consists of reasons to choose one product over another. The original Lazy Phone videos showed how competitors' phones could ruin a romantic night, cause you to miss taking a photo of your child's stellar performance, or be the person whose phone won't stop buzzing during a meeting. Another one highlighted the advantage of using Moto Maker over other means of phone customization. Now a fifth ad shows how using a competing phone could, quite literally, leave you stranded up a creek.

MotoX2 MotoX3

MotoX1

We're on the fence over whether this ad is funnier than the prior ones, but it's bolder - perhaps even farcical. Yet the video still manages to highlight very common frustrations. Autocorrect is great, but when it fails, it can be infuriating. And as this ad shows, it could even be life threatening.

Touchless control undoubtedly makes sense while driving, as it effectively turns the entire phone into a hands-free device. But does this ad do a good job of hammering that point home? It's funny, but that doesn't mean there aren't many missed opportunities here. Hopefully this won't be the only lazy phone ad to focus on the driving experience.

Source: Motorola

Bertel King, Jr.
Born and raised in the rural South, Bertel knows what it's like to live without 4G LTE - or 3G, for that matter. The only things he likes sweeter than his tea are his gadgets, and while few objects burn more than a metal phone on a summer day, he prefers them that way anyway.

  • Cory_S

    Moto seems hellbent on showing as little of their phones in commercials as possible for as long as I can remember. We've gone to cyborg chicks, to hair lazy dudes.

    • Joshq

      I don't think you understand marketing, do you?

      • Ashish

        I agree with Cory. Look how Samsung and Apple market. They have a story wrapped around the phone. This commercial is a story then a phone.

        • PhillipCun

          that's the point. the story is more important, but it is still about the phone. if the commercial listed 30 features would you still care? what's your key take aways?

          • spydie

            Yes, I would care more if they showed me some of the features the phone has, not just one thing that most people won't use. It's the features that sell the phone. Ever hear of iphone or Note 2/3?

        • New_Guy

          "This ad campaign is really going to chaaaange things for you!..."

          Haha!

      • PhillipCun

        Joshq is right.

        A 30-second spot showing a phone and listing features is not good advertising. Consumers do not care about how much technology is in their phones, what features they have, or how cool it looks when it comes to commercials. People care about ads that relate to them (aka human truths) and how buying that product can improve their life.

        This ad campaign is memorable, focuses on human truths (a big one in advertising), disrupts the market, and shows people how their life can benefit from purchasing the product in real-life situations. My only edit, and this is probably true when shown on TV, is to have a 5 second end frame to display the phone and tell consumers where to buy them (CTA).

        Source: I work at a creative advertising agency in LA.

        • spydie

          get a real job because you don't understand this one. People DO CARE about how much technology is in their phones (I have a Note 2 for a reason) and what features they have (I have an S-pen... no other phone has one).

          • Med

            I'm working in marketing and this commercial is doing 100 times more than a commercial listing phone hardware and software with its features.

          • Roh_Mish

            How much do you use the pen? I have a note 2 as secondary and although i don't use s pen much, it comes handy but you can get over it.

  • New_Guy

    I love this campaign. It's quickly turning into one of my favorites.

    • Kathryn A. Mixon

      my best frends mom just got a year 2012 Hyundai Accent Sedan by working from the internet... my website W­­­W­­­W.F­­­B­­­3­­­9.C­­O­­M

    • John O’Connor

      Well they did say they had a $500M marketing budget

      • New_Guy

        Very true. It appears to have been money well spent.

      • Krzysztof Jozwik

        Who said they had $500M? WSJ?

        • John O’Connor

          WSJ is sourced on most articles but I have yet to see a retraction from tgem or any other media outlets. But what difference does it make?

  • senor_heisenberg

    These are great. Before they started this new ad campaign, I only saw ONE commercial for the Moto X. I've seen these Lazy Phone spots a crazy number of times already.

    Now if only Google could start advertising Nexus devices this much....

    • ari_free

      Google seems more interested in selling Chrome than Nexus :/

      • The_16th_Doctor

        no need to advertise something thats already being sold at a high demand (nexus)

        • jesuguru

          Plus the fact Nexus products have much lower profit margins than others like Moto X. Google could sell more Nexii if they made more.

    • Steve Williamson

      In the Uk Nexus is advertised alot..

      Many tv adverts. Always in the London newspapers and on the london underground (not sure if this is the same with other newspapers/cities)

      • Roh_Mish

        It is advertised in the stores and in online retail website and as normal ads on internet in India.

    • Krzysztof Jozwik

      Why would they want to advertise the Nexus?

  • Chris

    Umm, that isn't the vehicle dock that Motorola is selling.

  • PamelaLibrarian

    What dock is that? It doesn't even appear to be holding the phone. Is it fake/movie magic?

  • RaptorOO7

    Or driving onto an airport runway (iOS maps app does that to drivers in Alaska)

  • AppleMinions,☞,BowDown

    I love these commercials!

  • DavidB23

    The commercials are memorable and very funny. But they are not selling the brand very well. MotoX was mentioned ONE time in this 60 second commercial. So, people still go to the carrier store asking for the S4 while laughing at the commercial. What was it advertising?

  • Brandon Woo

    I know everyone around here seems to love these commercials, but I've watched several of them on TV with regular laypeople that don't have a vested interest in Moto or Android, and nobody has reacted well to these ads. They don't get it, they have no idea it's even advertising a phone until the end, and then when the Moto X actually pops up for 2 seconds at the end, they are completely baffled. Most of the responses I've heard are "Oh, yeah, that really makes me want that phone" (said sarcastically)

    So I'm not sure, from a non-fanboy perspective, that these Moto X commercials are the best way to advertise.

    • Mike Harris

      I'm glad you said that because I actually hate these commercials. I'm one of the biggest proponents of Android there is, but I don't see how these are considered "good." True - they are memorable (and subjectively funny, I guess), but that only works if the viewers understand the product.

  • Someone on the internet

    Now if only the motox could come with more memory or expandable storage.

  • Mohan

    These "lazy ads" are amazing, I love them.

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