What does Google think of Apple's new iPhones? Not much, according to this latest Moto X ad.
The TV spot from Droga5 continues its creative concept of portraying competing models as lazy hipsters. In this new ad, a woman returns from the mall with some colorful stickers and a barrette for the hipster to wear.
"This is really gonna change things for you!" he remarks, gazing into a mirror. The woman doesn't seem so sure.
Message: New colors don't translate to a real change.
See also: iPhone 5S vs. the Competition
Though the ad doesn't mention Apple's iPhone 5C and 5S by name, it's an obvious swipe against the new phones. However, Brian Wallace, Motorola Mobility's VP of global brand marketing, says the ad — and the entire Moto X campaign — is not directed at Apple as much as at the entire segment.
"It seems to be in fashion for Company A to poke at Company B, but we think innovation in the category is lagging," he told Mashable.
Wallace said that the Moto X's customization is a key selling point. In the case of Apple, it's the difference between a wide variety of colors and just a handful.
Wallace also addressed the Moto X's claim in the ad that the phones are "designed, engineered and assembled in the U.S." versus Apple's claim that its phones are "designed by Apple in California."
"I think people understand the difference between designing something and assembling something," Wallace added.
According to a Reuters report, Motorola is manufacturing 100,000 Moto X phones per week, a pace that would amount to 5 million shipments per year — about 3.4% the number of iPhones that Apple ships.
Wallace declined to comment on that report, but he did set the record straight about the Moto X's purported $500 million ad budget.
"That's probably excessive. We're not at a place where we can outspend our competitors right now, but we can out-think them," he said.
What do you think of the newest Moto X ad? Do you think it's a direct swipe at Apple? Let us know in the comments below.
Image: Motorola, YouTube