Patriotic Motorola celebrates July 4 with a cellphone made in America (well, almost)
Motorola is celebrating Independence Day July 4 in the US with with a patriotic campaign for its upcoming Moto X smartphone . It is the first smartphone, say the ads, designed, engineered and assembled in the US.
The new Motorola logo
"What better time than July 4th to come with a message like that?" Motorola's VP-global brand and product marketing Brian Wallace told AdAge.
Th campaign is the first for Motorola since being acquired by Google last summer.The phones are being assembled at the company's plant in Forth Worth, Texas.
The ad is running as a full-page spread in today's editions of The New York Times, USA Today, Wall Street Journal and Washington Post.
It's Motorola's first ad for the still-to-be-seen Moto X smartphone. The copy and timing emphasise the rebranded company's emphasis on freedom, says AdAge.
Moto X will be "the first smartphone that you can design yourself," thus allowing consumers to design to a smartphone as "unique" as their personalities, says Motorola.
"Smartphones are very different than other tech products a consumer owns," Wallace said. "They're closer to shoes or a watch. You carry it with you everywhere you go. Everyone sees what phone you're carrying and they judge you on it.
"Yet, it's the one thing you carry that's the least customisable."
The ad doesn't show the phone and Wallace did not say which Moto X aspects will be available for personalisation .
The aim is to insert a "Googley attitude" into the company's operations and brand image.
Last week the company debuted its colourful new logo seen in the ad.
What Google did to change the way people traverse the web with its search engine or to alter how people use email with Gmail, Motorola now wants to do with mobile phones, Wallace said.
Some Moto X components will be created abroad, but final assembly will occur domestically, he added.
The current tagline for Moto X is "Designed by you. Assembled in the USA."
Motorola's new creative agency of record Droga5 helped with the ad. Digitas will be assisting on the creative and strategy .