McCann-Erickson London is hoping to boost Motorola’s profile among
the key youth market with a pounds 5 million launch campaign for the
company’s latest mobile phone.
A 30-second TV spot for the v.2288 mobile breaks across the UK this
week, using animated-still film techniques to drive the image of the
phone as a ’funky’ lifestyle product.
The new phone aims to woo back young buyers with features such as FM
radio and internet access, and reverse recent industry trends that show
Motorola losing world market share to Nokia.
The ad, which runs on terrestrial and satellite TV for the next three
months, features a DJ spinning records at a wild party. When a speaker
blows during a track, the DJ uses his phone’s internet capacity to
search for the nearest hi-fi shop, and walks down to collect new
speakers while listening to the same track via his FM radio.
He reconnects the speakers and restarts the party without interrupting
’The look is intentionally handmade,’ McCann London’s creative director,
Luke White, said. ’But it works well and it makes the ad and the product
The campaign will be rolled out across European, African and
Middle-Eastern markets, accompanied by a second ad featuring a
freestyling skateboarder who breaks his teeth in a crash and uses the
net to find a dentist. The campaign will be supported by press and radio
executions in the UK.
’The advertising has an innovative, quirky feel,’ Amanda Fisher, the
consumer marketing manager for Motorola, said.
The ads were written by Steve McCallum and art directed by Adam
Chris Turner and Gary Butcher directed the spots for Spin
Media planning and buying for the campaign is by Universal McCann.