Apparently, Motorola hired Michel Gondry to make an ad for them and when they got this they thought it was a little too arty. Erm, did anyone at Motorola watch any of his previous work??

Apparently, Motorola hired Michel Gondry to make an ad for them and when they got this they thought it was a little too arty. Erm, did anyone at Motorola watch any of his previous work??

Agency Spy comments:

[Motorola's ad agency] Cutwater wanted to keep Gondry’s vision intact during the editing phase, but the client wanted to remove the more “fanciful elements” that basically make Michel Gondry, Michel Gondry and not some other guy. The Adweek article goes on to report that: ‘After production had been completed in June, an agency meeting with Motorola CEO Ed Zander made it clear that in Asia—where Motorola is handled by Ogilvy & Mather in Beijing—focusing on the slimness of the phone was gaining favor. The client asked Cutwater to incorporate that strategy into the print executions, but the results were ads that one source called “Frankensteinish.”‘

In the end, a commercial emphasizing the phone’s slimness began running globally from Ogilvy. It features a couple dueling on a subway platform with their phones.

Quantcast