The Moto 360 is our favorite smartwatch at the moment, but don’t let Motorola catch you calling it that. They avoided the word “smartwatch” throughout the Moto 360′s Chicago launch event and continue to do so in the first Moto 360 ad.
For those of you that can’t watch the ad, it is a single long shot that pans along a wooden desk showing the Moto 360 going from sketch, to 3D-printed model and components and finally to finished product on a wrist receiving a text and providing walking directions on voice command.
Motorola has carved out the same path that Apple seems to want to take with Apple Watch, which is to position this as a watch that can do more rather than a wholly new category of product. Certainly the design of the Moto 360 gives the user that feeling, but ultimately the need to charge it everyday makes it hard to not think of this as a smartphone for your wrist rather than a watch. With that said, I think this is probably the right direction to take with advertising, as the watch is something that everyone is familiar with (even if most don’t wear one anymore) and the straightforward features that Motorola highlights illustrate how this “watch of our times” updates that concept.
What do you think of the ad? Do you see it driving people to look into the Moto 360 that hadn’t heard of it previously?