In Brief

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

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.”

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