Pay $29 for a ticket to the top of 30 Rockefeller Center in Manhattan, and you can expect to see a few things: excellent views of downtown and Central Park, a few tidbits of NBC broadcasting history, some kid trying to surreptitiously drop pennies off the roof. But one thing you might not expect to see is a contextual ad for Google's latest search campaign unobtrusively hanging out on one of the coin-op binoculars.
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.
HTC paid a pretty penny to sign Robert Downey Jr. for their new ad campaign aimed at completely redefining their brand, but we're still left scratching our heads as to whether it's going to pay off. Their first lengthy commercial was certainly quirky, but it didn't tell us anything about what HTC phones can do, and I'm not quite sure if they remembered to bring the funny. On the other hand, Motorola's new "Lazy Phone" campaign for the Moto X is absolutely comical, and it does everything a series of phone commercials should.