Droga5 Makes Fun of Wearables to Promote Motorola’s Smart Watch

By Patrick Coffee 

We are thankfully NOT experts in account management or client relations, but as viewers we appreciate a company that can have a laugh at its own expense.

For that reason, we were drawn to Droga5’s newest campaign for client Motorola, created to promote the company’s new “smart watch” line.

The first in a series of six sets the tone: playing on the “artistry” so common in timepiece ads with a bit of fleshy chat-bombing:


Five more in the same vein after the jump.

Next, the tale of a businessman and his passion for Southwestern cuisine:

Your Hilton-esque party girl:

A not-so-lonely golfer:

…and a couple interrupted in the heat of Facebook:

The latest spot (and our personal favorite) involves an architect with a swiping habit:

The work isn’t not quite as elaborate as Droga5’s last smartphone campaign, but the point couldn’t be clearer: they’ve touched on almost every relevant demographic in two minutes.

The campaign’s director told Digiday that the agency aimed to position the watch a bit closer to “real people.” And while the ads highlight the very reasons that we, as consumers, have no interest in smart watches, they’re far less annoying than anything by Seiko.


Advertising Agency: Droga5

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Executive Creative Director: Neil Heymann

Creative Director: David Gibson

Creative Director: Nathan Lennon

Creative: Bryan Stokely

Creative: Martins Zelcs

Creative: Spencer LaVallee

Creative Mutant: Jen Lu

Designer: Mark Yoon

Executive Producer: Matt Nowak

Production Business Manager: Librado Sanchez

Global Business Director: Bryan Yasko

Account Director: Brian D’Entremont

Account Manager: Kate Behne

Associate Account Manager: Lucie Kittel

Group Brand Strategy Director: David Gonzales

Brand Strategy Director: Dan Wilkos

Communications Strategist: Elsa Stahura

Production Company:  Believe Media

Director: Floria Sigismondi

Executive Producer: Liz Silver

Executive Producer: Luke Thornton

Executive Producer: Jannie McInnes

Head of Production: Vitaly Kashman

Producer: Oualid Mouaness

Editorial: Cutting Room

Editor: Chuck Willis

Executive Producer: Melissa Lubin

Color: The Mill

Finishing/FX: Light of Day

Audio Post: Heard City

Music: Barking Owl