Mask marketing: The latest line on consumerism

09.11.2011 Motorola : Tokyo : Smartphones

Tokyo – Technology company Motorola has created a direct-to-consumer video to launch its new smartphone, the Photon.

The film takes a philosophical angle on modern consumerism. A masked figure shows a video to the people of Tokyo asking them to question what the word ‘abundance’ means to them. The film features discreet product placement of the new handset as people in the city use it to watch the masked man’s broadcast.

Questioning modern ideas of consumerism in a campaign for a mass-market product is a counter-intuitive approach in line with the Anarconomy Decade. For more examples of straight-to-consumer films, read our Future Media Landscapes macrotrend.

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