When Google introduced its first ads for the Moto X at the beginning of the month, we were told they were not part of the "real" Moto X ad campaign that was coming later.
This ad may be the first component of that campaign. Unlike the previous executions, which showcased features like the Quick Capture camera and Always Ready voice control, these are a less specific branding pitch for the phones. As a techno tune plays, the visuals display the multiple color choices for the back, front and accents on the phone plus the case. It also underscores the phone's "Assembled in the U.S.A." boast, which may cost an extra $5 per phone.
While Apple is going head to head with the Moto X on the latter claim, Google is wise to play up customization since it is a unique selling proposition vs. Apple's iPhone, which has much less wiggle room for self expression. With Apple's next iPhone release likely coming in a few weeks, though, we'll soon see how well the message resonates with consumers.
Update: A Moto rep says the ad above is "not new," and is an "informational video from a few weeks ago."
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