A douchebag called Chad, a Tinder-obsessed architect and a high-flying businessman with a weakness for burritos. These are just a few of the heroes of Droga5's new campaign for Moto 360, which calls out the cliched world of luxury watch advertising and positions Moto 360 as more than just a wearable piece of tech but a "watch for our times".
Says Nathan Lennon and David Gibson, creative directors at Droga5 New York: "We're all too aware of how watch brands have always positioned themselves. If you're not a fighter pilot, or floating in a space station, or have just won Wimbledon, then the worlds these brands are portraying are so out of touch. And so are their watches. Seriously, do you know anyone who uses a chronograph dial? It was time someone called out the nonsense and showed how Moto 360 is a watch that's relevant to everyday people's lives today."
The campaign launches with six online films, shot by acclaimed beauty/fashion director, Floria Sigismondi; and supported with multiple print and social pieces.
