Motorola Brings Back ‘Hello Moto,’ Takes Shots at the iPhone in First TV Ad Since 2011

Colorful work by Ogilvy

Apple's latest iPhone rollout wasn't a game changer. Samsung's was a disaster. That leaves room for another phone maker to swoop in and claim its device is the future of mobile. And that's exactly what Moto is looking to do with its first television commercial since 2011. 

The new work, from Ogilvy & Mather, plays off the lack of enthusiasm and innovation in the mobile phone market this year. The 60-second spot uses a bold color palate to get the viewer to see Moto as the solution to that drudgery. 

"During a time where our competitors have only been introducing incremental changes to the mobile industry, the Moto Z family and Moto Mods are the first real change the industry has seen in years," Jan Huckfeldt, Motorola's CMO, said in a statement.

He added: "The goal of the 'Hello Moto' campaign is to elevate Moto brand awareness by reminding consumers of the nostalgic 'Hello Moto' sound of the Razr and drive more pervasive change in how consumers think about—and demand—mobile innovation." 

While the hyperbole is a bit much—yeah, rose gold isn't an idea, but it's real pretty—the effort is fun and cute and reminds viewers that there are other options.

CREDITS

Client: Motorola

Jan Huckfeldt, Vice President of Marketing & CMO

Quinn O'Brien, Vice President, Worldwide Brand-Lenovo

Jo Moore, Worldwide Executive Brand Director

Philip Marchington, Executive Creative Director, Worldwide Marketing

Agency: Ogilvy NY

Creative:

Ryan Blank, Executive Creative Director

Mike Hahn, Executive Creative Director

Kevin Reilly, Senior Art Director

Ian Going, Senior Copywriter

Account:

Sandeep Vasudevan, Managing Director, Worldwide

Corinne Lowry, Managing Director

Laura Kanfer, Executive Group Director

Emily Maier, Management Supervisor

Melanie Greenblatt, Account Executive

Sydney Sadler, Assistant Account Executive

Strategy:

Ashley Wood, Global Consulting Partner

Kenan Ali, Planning Director

Production:

Eric Soloway, Executive Producer

Music:

Karl Westman, Director of Music

Sean Tuccillo, Music Production Coordinator

Production Company: Raucous

Ben Callner, Director

Steve Wi, Executive Producer

Phyllis Koenig, Executive Producer

Anne Vega, Head of Production

Adam Callner, Line Producer

Production Facility: 24/7

Gordon Mackinnon, Executive Producer

Sol Jonas, Producer

Chio del Olmo, Production Manager

Editorial Company: Ogilvy/H&O Productions NY

Maxim Bohichik, Editor

Moto Z + Moto Mods Influencer Program:

PR Agency: Weber Shandwick

Content Studio + Production Company: Portal A

Creative Director: Kai Hasson

Producer: Elyse Preiss

Editor: Arturo Morales