Moto X : Active Display

Droga5 New York and Speck & Gordon Invite You to Throw Away Your Good-For-Nothing Phone

Published On
Sep 09, 2013

Editor's Pick

Motorola is finally taking its smartphone advertising for the new Moto X to your television (and screens) with the launch of three, hilarious new spots for the new device out of Droga5 New York. The campaign, called "Lazy Phones," is a direct jibe at the iPhone, and anthropomorphizes the phone as a pudgy, pasty, lazy man who just won't do what you tell him to.

The ads, which are directed by Speck and Gordon ("Blades of Glory,") emphasize that the Moto X doesn't need to be touched to do its job, whereas your lazy iPhone needs swipes, passwords and constant attention. The ads will premiere Thursday on television. See all of them, to the right.


Sep 09, 2013
Brand :
Moto X
Client :
Moto X
Agency :
Droga5-New York
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Executive Creative Director/Production :
Neil Heymann
Group Creative Director :
Mike Long
Creative Director :
Scott Bell
Creative Director :
Tim Gordon
Head of Integrated Production :
Sally-Ann Dale
Head of Broadcast Production :
Ben Davies
Production Assistant :
Goldie Robbens
Production Company :
Director :
Speck and Gordon

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