Motorola plays on award for new ads

<p>Motorola has rolled out a new campaign celebrating the handset giant’s recent Best 3GSM Handset award for the Motorazr V3x at the 3GSM World Congress, which took place in Spain.<br /><br />Featuring local actor Chapman To, the Ogilvy-developed TVC — titled ‘Supermodel’ — opens with To playing to the camera amid a group of professional models. A super poses the question, ‘World's Top Model?’, as To’s phone rings. He answers the call as the super shifts to the phone, thus emphasising the fact that it refers to the phone, not To. <br />The spot also includes use of the award logo, which further enhances consumer awareness of Motorola’s win.<br /><br />“(In the spot), To is trying his best to be seen as one of the top models, when he’s often seen as slightly chubby with a witty personality,” said Karen Lee, account supervisor, Ogilvy & Mather Hong Kong.<br /><br />“In order to dramatise the core message that the Motorazr V3x was awarded the title of world’s top 3G model, we paralleled this by featuring a photo shoot of top models.”<br /><br />Lee said the blast was timed to coincide with the Fifa World Cup to leverage the male-skewed viewing audience of the competition, which concludes on July 9.</p>