Your cell phone may be cool, but it’s got nothing

Your cell phone may be cool, but it’s got nothing on the Motorola Moto RaZr V3—at least as it appears in a global spot breaking tomorrow in the U.S. from Ogilvy & Mather in New York. In the ad, a woman’s V3 starts ringing, and the gadget-filled room around her begins to fold up into the phone. As the doors and walls disappear, the woman is left standing in a white void before she can answer the phone. The spot was shot on a set in São Paulo, Brazil, but “only the first two shots were in the actual apartment set; then it becomes entirely CG,” says senior art director Mike Hahn. The Orphanage in San Francisco did the special effects; Bruce St. Clair of Chelsea Pictures directed. The dialogue-free nature of the spot was necessary since the ad will be airing in Asia, Europe, North America and Latin America, says Hahn. A print component will follow. Schaumburg, Ill.-based Motorola spent about $35 million on ads in the U.S. in 2003, according to Nielsen Monitor-Plus.