Droga5 Takes the Piss Out of the Watch Category for Moto 360
These Are Not Your Everyday Luxury Timepiece Ads
Dec 10, 2014
Last week, Ad Age reported that Motorola had teamed with Droga5 to take the piss out of luxury watch ads with the debut of a new campaign, "A Watch for Our Times," promoting the brand's Moto 360 smartwatch.
Droga5 has had much success toying with conventions of other categories--such as beer with Newcastle, and now it uses the cloying, self-indulgent norms of fancy timepiece marketing as a backdrop to showcase the connectivity and modern day functionality of the 360.
Sophisticated productions shot by fashion and music video director Floria Sigismondi feature an architect, couple, golfer, pianist, businessman and fancy lady all donning the watches, but then things get super silly when the arm candy really kicks into gear.