Motorola wanted to create cultural momentum for the brand at a time (2011) when Apple was the undisputed smartphone leader. Everyone else was fighting for #2. How could we position Motorola as a potential leading challenger?
Analysis of influencer blogs revealed that a heated debate was starting about “Open” versus “Closed” systems. Mainstream consumers weren’t aware of this conversation nor did they know why they should care. Motorola could bring the topic to mainstream attention and take an emotional stand on the 'good' side in an ‘evil’ (closed) technology landscape.
"Empower the People" 2011 Super Bowl commercial.