Motorola Adds Anomaly, Heads to Super Bowl

January 29, 2010


By Andrew McMains, Adweek

Motorola today confirmed that it has added Anomaly to its roster of creative agencies, and that the shop's first TV spot for its new client will appear on the Super Bowl.

The 30-second ad will air in the third quarter of the Feb. 7 game and feature a new Motoblur phone that has yet to go on sale, said a Motorola representative. The spot will also feature a celebrity that Motorola declined to identify.

Anomaly, an independent shop in New York, declined to comment.

The Schaumburg, Ill.-based client added Anomaly to its roster after the agency handled a brand strategy project, according to sources. WPP Group's Ogilvy & Mather remains Motorola's lead creative resource around the world.

Media duties are handled by WPP's Mindshare.

In the U.S., Motorola's major media spending exceeded $80 million in the first 11 months of 2009 -- up significantly from about $15 million in 2008, according to Nielsen. Those figures don't include online spending.