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


+Design Update
+Electronics & Gadgets
+Environmental / Green
+university of tokyo

More in advertising


Australian Wine Label Animates 18th-Century Convicts In AR

The app tells the stories of convicts exiled to Australia who are featured on the wine bottles

20 October 2017

Adobe Prototype Improves How Immersive Content Is Edited

The Project #SonicScape prototype helps editors work with 360-degree footage and audio

20 October 2017

The Latest


To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.

October 18, 2017

At PSFK 2017, Studio Industries CEO Mike Lee teleported us in a time machine to the grocery store of the future, where experiences will reign over products

September 27, 2017
No search results found.