When Motorola, or just Moto, how parent company Lenovo likes to call the Android OEM these days, pointed the finger at Samsung for allegedly “stealing” its “original” Always On Display feature about a month ago, the attack came off as bitter, misguided and even a little desperate.

Then, while everyone was mocking the newly unveiled iPhone 7 and 7 Plus, the Moto Z makers again took aim at the troubled Galaxy Note 7-producing Korean giant, accusing it of not adhering to “the highest standards in quality and testing” of batteries. Relatively fair point, though it still felt low to kick a rival when they’re already down.

But much more thought’s been put in Moto’s new “Skip The Sevens” advertising program, with a doctrine that shrewdly includes a mea culpa for past mistakes. The Chicago-based Lenovo subsidiary is ready to admit it played the “incremental improvement” game until now, when it invites you to “go for something new, something different.”

Namely, the Moto Z with Moto Mods, which “reimagines what the smartphone can be”, unlike all those “new” 7-branded devices that aren’t very different from old, 6 or 5-labeled products.

Moto is looking at Samsung there, but also and especially Apple, uploading a promo clip on YouTube starring a focus group of iLoyalists who were quickly impressed by “iPhone prototypes” which turned out to be modular Moto Z copies. Apple and Samsung users are also “directly engaged” in full-page print and digital ads, with more likely to come as part of the same compelling Skip The Sevens campaign.

Source: Motorola Blog

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