Droga5 Takes a Jab at Watch Ads for New Motorola Mobility Campaign

While elegant symmetry and flawless design are indispensable hallmarks of the Motorola Moto 360 smartwatch, sometimes what really matters is how conveniently a beautiful piece of technology can connect you with a Tinder match.  Droga5 playfully unveils the device’s real-world functionality with the new 6-spot campaign “A Watch For Our Times” helmed by acclaimed Believe Media director Floria Sigismondi.

Each spot starts out with the cliches of traditional luxury watch advertising: intricate close-ups of the timepiece, the male voiceover listing a series of one-word descriptions, classical music, the distant gaze of a beautiful model.  The familiar highbrow formula then takes a surprising turn, as the watch-face suddenly lights up with the familiar e-notifications of Tinder dating, text messages, and food delivery service.

In one spot, a stunning blonde woman is seen preening in the mirror, accompanied by the dramatic voiceover: “Beauty. Refinement.” The watch she is donning lights up with a text from Amy, who has sent a string of celebratory emojis. The narrator continues on in the same indulgent tone: “Winky face. Martini glass. Party thing.”

Floria Sigismondi is known for directing ads for premiere brands such as Thierry Mugler, CoverGirl, Absolut, and MAC Cosmetics with her signature cinematic style.  The Moto 360 campaign sees Sigismondi flex her skill for crafting sophisticated narratives and take it to the most unexpected of places, as she subtly melds the luxury world to the real world with a tongue firmly in cheek.