Some ads fail the old-fashioned way. They lack the traditional ingredients of creative thinking and/or smart strategy.
Other ads lose all restraint and fail on a higher level. They not only lack the right ingredients, they wrap their message in a grand idealistic vision, and pretend it is their driving motivation.
Congratulations, Motorola, for taking it to Level 2.
It tries to get us nodding our heads — and handing over our cash — by hijacking one of our most treasured values. Basically, Motorola is saying that if you love liberty, you should buy their product.
It’s not only offensive, it’s a rip-off of others’ offensive strategies. You’ll recall that after Apple banned Flash, Adobe proclaimed itself the champion of freedom. And last year Google depicted Apple as the evil anti-choice entity at their I/O Conference.