14 DAY TRIAL // The Moto Z is Motorola's newest high-end smartphone, the device the US-based company hopes to sell by the millions in the United States. Unfortunately for the Lenovo-owned handset maker, competition on this well-developed market is very strong, so a solid marketing campaign is required in order to push sales of any device.
The latest TV ad made by Motorola pushes the boundaries of the meaning “TV commercial” and tries to entice potential customers with mind-blowing audio and imagery during a 1-minute video. The main theme of the ad is the fact that the smartphone industry hasn't come up with something truly new in terms of functionality for quite some time now.
Aside from the camera technology that got a little better and the introduction of new “unusual” colors like Rose Gold, new ideas in the smartphone business have been quite scarce in the last couple of years.
Motorola's TV ad then emphasizes on the fact that the “headphone jack moved,” but is this a possible reference to the iPhone 7 that lacks a 3.5mm audio jack port?
The main idea is that phone makers have focused on improving the technologies that were already brought to the market years ago, and that they are now afraid to innovate for fear of failing. Obviously, it's not easy to try new things like Apple just did by not adding 3.5mm jack ports to its new iPhones, but that's clearly not an innovation.
What Motorola suggests instead are the Moto Mods, pieces of equipment that can be attached to the Moto Z to enhance some of the functionalities the phone has to offer. We're talking about better sound (JBL Sound Boost), better camera (Hasselblad True Zoom 10x optical zoom), better battery (TMUI Wireless Charging Power Pack), and better protection (Kate Spade case).
Motorola's Moto Mods are truly innovative, as LG offered customers similar components for the G5, but at least the TV ad has some hard facts in it, don't you agree?