Over the weekend, ad agency Behance published what they are referring to as “pitch work” for a couple of Motorola ad campaigns. The campaigns take into account that we are looking at a brand new Motorola, so they focused one on a goodbye to the old, with the second being used as a platform to welcome in the new Moto. It’s certainly a neat idea, especially after seeing new CEO Dennis Woodside stand on stage last fall, telling everyone that we should expect big things from the new Motorola. Problem is, the tech media world has now decided to transform this “pitch work” into what they believe to be the roadmap for the Moto X. Hell, one publication even posted an image used in the campaign of the RAZR HD and blatantly called it the Moto X. They also claim that this is a “leaked” campaign, when it’s pretty clear that the ad agency posted this on purpose to their own website. Not sure how that qualifies as “leaked.” Ugh. Let’s talk about this.
The “goodbye” campaign feature ideas from t-shirt graphics to inspirational quotes about saying goodbye to going silent until new products are ready to full-page newspaper ads. The return is anchored by a “Hello again” quote, along with grammatically awkward sayings like “Nothing won’t change.” There is even long quote of “A word to the billion people the world has never heard from before. Hello.” Again, the idea makes sense, but the delivery here is all over the place and super awkward.
So why has the tech media decided that this is now the ultimate leaked roadmap and campaign for the Moto X? Because the “pitch work” included a date.
In their proposed ads, Behance tosses out dates of June 11 and another for August 1. They don’t mention these being tied to product launches or anything of that sort, so as is typical with the media, they overlooked the fact that June 11 has since passed and instead are onto, “Zomg, August 1 could be the launch date of the Moto X!” Headline! Link bait! “We should have put EXCLUSIVE but held back!”
So folks, as you cruise around the internet today, you’ll likely see sites suggesting that the Moto X is launching on August 1. Truth is, the date was only mentioned in “pitch work” from an ad agency. Being pitch work, I’d assume Motorola didn’t accept their ideas and the ad agency has since posted the work to their site to show potential clients what they are capable of. That’s it.
Does anyone really believe that a legitimate ad agency is going to sign a major ad campaign deal with Motorola and then out the entire thing, including specific dates, before Motorola can even start pushing it publicly? Come on.