Motorola took a leaf out of Samsung’s page when it took a dig at the Galaxy series in its latest spot titled “The up-upgrade with the moto z²”. This followed Samsung’s recent ad, “Growing Up”, which roasted generations of iPhones.
The spot begins with the protagonist looking over his shoulder while crossing the road and shaking his head, mirroring the behaviour of the protagonist in Samsung’s “Growing Up” ad. Upon reaching home, the protagonist begins watching a video on his Samsung Galaxy and he is joined by his girlfriend shortly after, who smirks at him while he shows off his new phone.
Puzzled, he watches his girlfriend unbox a new moto z² play, which is able to project the same video that he was watching a few minutes ago, onto the wall in front of them. The protagonist is rendered speechless and could only look at the video projection in amazement. The spot ends with the phrase “Up-upgrade to Motorola”.
Motorola’s new video garnered over 98k views, 4.6k reactions, 1,731 shares and 454 comments at the time of writing, with the cheeky caption: “We loved your ad Samsung USA, but we think you forgot the ending…”. It also amassed 87,003 views on YouTube.
Online reactions were mixed, with some commending Motorola for the “clap back” and the interesting ending, while others said they will still stick to Samsung.
Last month in APAC, Motorola appointed FCB Kuala Lumpur as its creative agency, following a pitch which also saw M&C Saatchi making it into the final rounds. According to a statement from FCB Kuala Lumpur, the pitch also saw several Singapore based outfits competing for the account.