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Motorola DEFY ‘It’s Fife Proof’ advert

Agency: Ogilvy & Mather

Client: Motorola

Directed by award winning director Carl Erik Rinsch and produced by Ogilvy & Mather in London, the  Motorola DEFY commercial tells the story of how important the resilience of the mobile is on a fun-packed night out.

It’s dance floor proof, pool party proof, beach proof, and get lost proof – ultimately it’s life proof! With Motorola DEFY is the first Android smartphone that is water resistant, scratch resistant and dust proof.

The 30 second TV commercial, is accompanied by five print ads, also shot by Rinsch, a significant online presence as well as outdoor and point of sale for a truly integrated marketing campaign. T

The marketing campaign will go live globally from late October 2010, with a multi-million dollar media spend .

Andrew Morley, vice president of marketing for Motorola Mobility EMARA, said, “Ee are excited to unveil this new campaign for a truly innovative smartphone, which demonstrates our growing momentum in the Android smartphone market.

“Working with Carl and Ogilvy has helped to produce a visually stunning and engaging piece of communication based on a human truth we all can relate to.”

Morley added, “The fact that a European-led commercial will be shown globally, is testament to the global need for a life proof device, such as the Motorola DEFY.”

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