The huge pic you see above is the debut of the first marketing ad for the Motorola X smartphone. The ad focuses heavily on the "made in America theme" as well as the "designed by you" motif we had heard rumors about previously.

Motorola's VP-global brand and product marketing Brian Wallace revealed in an interview, "What we are doing which is very different is assembling [Moto X smartphones] here in the U.S. in our assembly plant in Ft. Worth, Texas. What better time than July 4th to come with a message like that?"

This obviously indicates they plan to launch the device on the U.S. Independence Day. This is obviously meant to create a patriotic vibe around the device, and is fitting since the phone is assembled and built in the United States. Of course, Motorola is also one of the United State's oldest and most innovative technology companies, so it is further fitting. Here's a quote with more of the details about this new advertising launch,

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.
It's exciting to see the direction Motorola is taking with this. Let's cross our fingers that the actual experience of using the device lives up to the lofty imagery.

Source: Adage