Motorola Asks ‘What Does Material Abundance Mean To You’?

Motorola Asks ‘What Does Material Abundance Mean To You’?

Can brands meaningfully engage in the philosophical arena? A new ad campaign from the mobile giants attempts to find out.

Plus Aziz
  • 11 november 2011

Motorola Photon’s 3-minute video pitches their latest 4G Android device with a powerful philosophical perspective on materialism that asks us to figure out what, in a post-recession context, material possessions mean to us. The video starts: “Mankind constantly has problems. It gets to a point where if you don’t have those problems you lose motivation to go on.”

The videos feature a handful of different individuals who are tuning into the message of a man wrapped in what looks like packaging and logos. The speaker ends with a motivational message that frames ‘abundance’ in terms of its social value: “True abundance is fueled by imagination. Share your imagination.”

In Part II of the campaign, the identities of the various actors are revealed. They are novelist Kageki Shimoda, Media Activist Daisuke Tsuda, Musician and model Kyary Pamyu Pamyu, Photographer Yasumasa Yonehara, and University of Tokyo professor Takashi Ikegami.

Each subject responds to the question that could be viewed as a highly provocative one for a brand to be posing.
Check out the videos below and decide for yourself.

Part I

Part II


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