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.
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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.
Creative Credits:
Advertising Agency: Droga5
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
Creative Mutant: Jen Lu
Designer: Mark Yoon
Executive Producer: Matt Nowak
Senior Art Producer: Julia Menassa
Senior Print Producer: Jeannie O’Toole
Production Business Manager: Librado Sanchez
Global Business Director: Bryan Yasko
Account Director: Brian D’Entremont
Account Manager: Kate Behne
Associate Account Manager: Lucie Kittel
Group Brand Strategy Director: David Gonzales
Brand Strategy Director: Dan Wilkos
Communications Strategist: Elsa Stahura
Client: Motorola
SVP Global Marketing & Communications: Adrienne Hayes
Global Brand Director: Barry Smyth
Sr. Brand Communications Manager: Katie Cowan
Brand Manager: Amee Shah
Production Company: Believe Media
Director: Floria Sigismondi
Executive Producer: Liz Silver
Executive Producer: Luke Thornton
Executive Producer: Jannie McInnes
Head of Production: Vitaly Kashman
Producer: Oualid Mouaness
Editorial: Cutting Room
Executive Producer: Melissa Lubin
Editor: Chuck Willis
Color: The Mill
Colorist: Michael Rossiter
Finishing/FX: Light of Day
Audio Post: Heard City
Mixer: Keith Reynaud
Music: Barking Owl
Creative Director/Partner: Kelly Bayett
Head of Production: Whitney Fromholtz
Photography
Photographer: David Hughes
Agent: Rebecca Roberts
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