This introduction for Moto X is really, really trying way too hard to be cool in both the copy and design. It comes off almost as badly as the Samsung ad mocking the uncool parents and nerds in line for iPhones.
Particularly cringeworthy:
* "Your socks, your watch, your bike say so much about you"
* "Play Goldilocks and choose the right size for you: 16 or 32 MB" Was Goldilocks really the best pick here--isn't this the male pitch, badger hair shaving brush, tortoise shell glasses and all? Didn't Goldilocks have three choices?
* "you'll never miss those OMG-that-was-sick-did-you-see-that moments" Sick copy brah.
* "Moto X responds to your voice, no touching necessary. (That's what she said.)" This doesn't even make sense as a joke.
That Samsung ad has been wildly successful and has been running for a very long time. It only comes across "badly" to existing iOS nuts.
I won't speak to the marketing copy here. I agree it certainly doesn't move me, but then I'm (and no doubt you're) hardly in the target demographic either.
I've never been overly fond of Samsung or Moto ads and I'm a long time Android User, Android App Developer and also mod the ASOP for fun and customization.
Then again, I'm probably not their target audience either since I won't go for anything not a Nexus device and dislike preachy advertising for any brand.
Also, "feminine mystique" and "wear it well, kemosabe" are both guaranteed to ruffle all the wrong feathers for many people, including me. I'm really surprised some of this copy made it out of a mock-up.
wow that is actually their marketing copy... An actual "that's what she said joke", holy shit.
I once wrote about Apple was losing their way in terms of their marketing writing, but it seems their competition is not even close to catching up.
As a lowly marketer it strikes me as unfair/frustrating that there are people out there getting paid triple what I get paid writing unconvincing drivel that treats the customer as a dumb internet meme.
Comments
This introduction for Moto X is really, really trying way too hard to be cool in both the copy and design. It comes off almost as badly as the Samsung ad mocking the uncool parents and nerds in line for iPhones.
Particularly cringeworthy:
* "Your socks, your watch, your bike say so much about you" * "Play Goldilocks and choose the right size for you: 16 or 32 MB" Was Goldilocks really the best pick here--isn't this the male pitch, badger hair shaving brush, tortoise shell glasses and all? Didn't Goldilocks have three choices? * "you'll never miss those OMG-that-was-sick-did-you-see-that moments" Sick copy brah. * "Moto X responds to your voice, no touching necessary. (That's what she said.)" This doesn't even make sense as a joke.
That Samsung ad has been wildly successful and has been running for a very long time. It only comes across "badly" to existing iOS nuts.
I won't speak to the marketing copy here. I agree it certainly doesn't move me, but then I'm (and no doubt you're) hardly in the target demographic either.
I've never been overly fond of Samsung or Moto ads and I'm a long time Android User, Android App Developer and also mod the ASOP for fun and customization.
Then again, I'm probably not their target audience either since I won't go for anything not a Nexus device and dislike preachy advertising for any brand.
Also, "feminine mystique" and "wear it well, kemosabe" are both guaranteed to ruffle all the wrong feathers for many people, including me. I'm really surprised some of this copy made it out of a mock-up.
wow that is actually their marketing copy... An actual "that's what she said joke", holy shit.
I once wrote about Apple was losing their way in terms of their marketing writing, but it seems their competition is not even close to catching up.
As a lowly marketer it strikes me as unfair/frustrating that there are people out there getting paid triple what I get paid writing unconvincing drivel that treats the customer as a dumb internet meme.
They've removed the "that's what she said" joke. Hilarious.
I would assume treating customers as a dumb internet meme is a demographically driven choice.
Also cringeworthy is "Assembled in USA" with pictures of the device showing a photo of a person draped in the stars'n'stripes.
Snapping in place a back plate doesn't change the reality that the device is 99% manufactured and assembled in China.
Disappointing from Motorola/Google.
From the Wired article, they made it seem like they moved the entire Chinese factory to Texas and replaced the humans with automation.
Is that not the case?
This is what happens when marketing teams are given free reign without restrictions. Ugh.