New Motorola ads take aim at lazy phones that let you do all the lifting

BY Kelly Hodgkins

Published 10 Sep 2013

Moto X ad

Motorola released a series of three humorous ads that take aim at phones that require some work on your end to get them to do what you want. It contrasts these “lazy” phones, with the Moto X, which works just right for you.

Each viral video stars an actor who portrays the “lazy phone.” The lazy phone inevitably fails in some way and puts its owner in an uncomfortable situation. My favorite is the office meeting clip in which the lazy phone has to be turned on before it can check for a meeting invite. Once turned on, the phone starts spewing forth embarrassing, personal text messages. In contrast is the sensor-filled Moto X, which has the ability to do what you want, right when you want it. The videos focus on three useful features of the Moto X — touchless controls, Active Display and Quick Capture.

Motorola and Google are rumored to be spending $500 million to promote the Moto X. Based on these clever ads, I’d have to say that this part of the advertising budget has been money well spent.

[Via Motorola]