The Motorola Razr i is about to make a sizable splash on your TV and computer screens. The Intel-powered handset is set be the star of an ad campaign bigger than anything Moto’s done in the past, with a ‘world first’ thrown in for good measure. It’s funny what you can get done when you’re in bed with Google…
After some drastic internal reshuffling, Motorola has been able to pump ”record-breaking levels of investment” into plugging the new Razr i, enlisting One Hour Photo director Mark Romanek (the bloke who made Robin Williams’ eyes bleed) and agency Ogilvy & Mather, for a campaign that’ll kick off on Saturday.
The series of ads will see Android features like Google Maps and the Google Play store demoed on people’s hands, projection-style, but it’s not the videos that really makes this special. That ‘world first’? A complete YouTube takeover.
YouTube, being owned by Google, which also owns Motorola Mobility, will giving the Razr i a leg up the likes of which it’s not done before on the video hosting site. And ‘leg up’ is putting it mildly; this is a ‘leg up’ akin to a giant throwing you to the moon. YouTube just doesn’t do full homepage takeovers. Or at least, it didn’t.
More to the point, this is the first time that Google’s ownership of Moto’s phone game will have born some actual fruit.
Long story short: it may have taken a while for the deal to come good, but Motorola’s got a pretty solid friend in Google. Chances are, you’re gonna get sick of hearing about the Razr i in no time.
See the video: Watch the Moto ad here