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Droga5 Takes a Jab at Watch Ads for New Motorola Mobility Campaign

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Believe Media's Floria Sigismondi blends the luxury world & the real world with tongue-in-cheek ads

Droga5 Takes a Jab at Watch Ads for New Motorola Mobility Campaign

While elegant symmetry and flawless design are indispensable hallmarks of the Motorola Moto 360 smartwatch, sometimes what really matters is how conveniently a beautiful piece of technology can connect you with a Tinder match.  Droga5 playfully unveils the device’s real-world functionality with the new 6-spot campaign “A Watch For Our Times” helmed by acclaimed Believe Media director Floria Sigismondi.

Each spot starts out with the cliches of traditional luxury watch advertising: intricate close-ups of the timepiece, the male voiceover listing a series of one-word descriptions, classical music, the distant gaze of a beautiful model.  The familiar highbrow formula then takes a surprising turn, as the watch-face suddenly lights up with the familiar e-notifications of Tinder dating, text messages, and food delivery service.

In one spot, a stunning blonde woman is seen preening in the mirror, accompanied by the dramatic voiceover: “Beauty. Refinement.” The watch she is donning lights up with a text from Amy, who has sent a string of celebratory emojis. The narrator continues on in the same indulgent tone: “Winky face. Martini glass. Party thing.”

Floria Sigismondi is known for directing ads for premiere brands such as Thierry Mugler, CoverGirl, Absolut, and MAC Cosmetics with her signature cinematic style.  The Moto 360 campaign sees Sigismondi flex her skill for crafting sophisticated narratives and take it to the most unexpected of places, as she subtly melds the luxury world to the real world with a tongue firmly in cheek.

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Creative Agency

Creative Agency: Droga5

Business Affairs: (Production Manager) Librado Sanchez

Chief Creative Officer: Ted Royer

Creative Chairman: David Droga

Designer: Mark Yoon

Executive Creative Director: Neil Heymann

Executive Producer: Matt Nowak

Head of Print Production: (Art) Julia Menassa, Jeannie O’Toole

Strategy Director: David Gonzales

Creatives: Bryan Stokely, Martins Zelcs, Spencer LaVallee, Jen Lu

Production Company

Director: Floria Sigismondi

Executive Producer: Liz Silver, Luke Thornton, Jannie McInnes

Producer: Oualid Mouaness

Production Company: Believe Media

Production Manager: Vitaly Kashman

Print / OOH

Agent: Rebecca Roberts

Photographer: David Hughes


Audio Post Production: Heard City

Music Production: Barking Owl

Sound Mix: Keith Reynaud


Edit Company: Cutting Room

Editor: Chuck Willis

Executive Producer: Melissa Lubin

Post Production / VFX

Colourist: Michael Rossiter @ The Mill

Post Production Company: Light of Day

Genres: Comedy

Categories: Accessories, Clothing and Fashion

Droga5 New York, Fri, 19 Dec 2014 15:31:27 GMT