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Dateline 11.3.16 - New York
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 Motorola is looking to do with its first television commercial since 2011.
The new work, from R A U C O U S director Ben Callner teams and Ogilvy & Mather New York, 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.