The ad will be run as a full-page spread in the July 3 editions of The New York Times, USA Today, Wall Street Journal and Washington Post, Motorola said
. It's Motorola's first ad for its upcoming Moto X smartphone, and the copy and timing emphasize the rebranded company's emphasis on freedom.
Behind it was Motorola's new creative agency of record is independent shop Droga5, which won the business without a pitch. Assisting on the creative and strategy for the campaign will be Publicis Groupe's Digitas.
Moto X will be "the first smartphone that you can design yourself," the copy says, which promises that users will be able to design phones as "unique" as their personalities.
"Smartphones are very different than other tech products a consumer owns," Mr. Wallace said. "They're closer to shoes or a watch. You carry it with you everywhere you go. Everyone sees what phone you're carrying and they judge you on it. Yet, it's the one thing you carry that's the least customizable."
Mr. Wallace declined to comment on exactly which Moto X aspects will be available for personalization (and the ad doesn't show the phone), but that its part of injecting what he called a "Googley attitude" into the company's operations and brand image. The emergence on a (literally) colorful new Motorola started last week when the company debuted its new logo last week.
What Google did to change the way people traverse the web with its search engine or to alter how people use email with Gmail, Motorola now wants to do with mobile phones, Mr. Wallace said.
Old-fashioned American patriotism will also be a key aspect to selling the high-end new smartphone. The ad touts Moto X as the "first smartphone designed, engineered and assembled in the USA." Some Moto X components will be created abroad, but final assembly will occur domestically, Mr. Wallace said.
The current tagline for Moto X is "Designed by you. Assembled in the USA." Mr. Wallace said that while that may change as the campaign progresses, subsequent work will be in the same vein. Motorola will not be about "chasing firsts" like other brands, he said, referring to other smartphone companies' touting their smartphones as the first to have certain features.