Creativity

Droga5 Takes the Piss Out of the Watch Category for Moto 360

These Are Not Your Everyday Luxury Timepiece Ads

Published on Dec 10, 2014

Editor's Pick

Last week, Ad Age reported that Motorola had teamed with Droga5 to take the piss out of luxury watch ads with the debut of a new campaign, "A Watch for Our Times," promoting the brand's Moto 360 smartwatch.

Droga5 has had much success toying with conventions of other categories--such as beer with Newcastle, and now it uses the cloying, self-indulgent norms of fancy timepiece marketing as a backdrop to showcase the connectivity and modern day functionality of the 360.

Sophisticated productions shot by fashion and music video director Floria Sigismondi feature an architect, couple, golfer, pianist, businessman and fancy lady all donning the watches, but then things get super silly when the arm candy really kicks into gear.

Click through to the rest of the ads below.
Architect
Businessman
Couple
Golf
Pianist
Holiday

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About

Credits

Date
Dec 10, 2014
Agency:
Droga5 New York
Client:
Motorola
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Executive Creative Director:
Neil Heymann
Creative Director:
David Gibson
Creative Director:
Nathan Lennon
Creative:
Bryan Stokely
Creative:
Martins Zelcs
Creative:
Spencer Lavallee
Director:
Floria Sigismondi
Production Company:
Believe Media

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