Five years before Kim Kardashian took selfie shots of her makeup, backhand, outfits and vacations for a T-Mobile Super Bowl ad ("KimsDataStash"), this Motorola spot by Anomaly finds Megan Fox nearly bringing the country to a halt with a selfie of her own.
Fox, a star of the first two “Transformers” movies, was promoting a phone with “Motoblur,” the company's then-new interface that aggregates and syncs applications such as Facebook, Twitter and Gmail. The 81-year-old Motorola was back in the Super Bowl for the first time since 2006 (when it hyped the Pebl phone) as part of a major push to reassert itself after years of management reshuffles, layoffs and a drought of hit phones.
"Motorola missed the smartphone craze," Matt Thornton, analyst with Avian Securities, told Advertising Age in then. "Between 2008 and 2009, it was completely irrelevant and had nothing to advertise. There are new products coming now, and they're active on the advertising front."
Its Droid was off to a good start, backed by an $80 million campaign from Verizon, and Motoblur looked promising.
“They've done what they needed to do in the first phase of this turnaround," said John Jackson, VP-research, CCS Insight, noting that Motoblur is allowing the company to transition out of its hardware-centric past. "They've gone beyond the device to come up with a technology that lives in the cloud and mashes up your social life on the handset."
The efforts didn’t wind up rivaling Apple’s iPhone, a tough order for anyone, but the Droid was close at points. Motorola would be back for Super Bowl XLV ("Empower the People").
QUARTER AIRED: Q3