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Motorola begins new Moto X ads confirming user customized smartphone

By James Geddes , Jul 03, 2013 10:46 AM EDT
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Motorola has kicked off a new ad campaign for its upcoming smartphone, the Moto X. The ads will also introduce the public to the "new" Motorola, the one now owned by Google.

Just in time for the Fourth of July, Motorola has kicked off a patriotic ad campaign for the company's next flagship smartphone, the Moto X. The ads also serve as reintroducing the company to the public since Google acquired it. In May, Motorola confirmed that the long-rumored X Phone was a reality and was described by Motorola CEO, Dennis Woodside as the company's "hero device." He didn't reveal much about the smartphone, except that it would be contextually aware of its surroundings. The smartphone will include sensors that will always be on, which will allow the device to perform actions without any input from the user. He also revealed that the smartphone would be the designed, engineered, and assembled in the USA.

There was never a mention of the smartphone being designed by the user, even though previous rumors claimed the smartphone would be user customized. Guy Kawasaki who serves as an advisor to Motorola teased in March that it would be great to be able to personalize your smartphone the same way you can when choosing a car. The new ad confirms that rumor with the message of, "The first smartphone that you can design yourself. Because today you should have the freedom to design the things in your life to be as unique as you are." It's not clear how customizable the device will be, and if that includes both the looks and specs of the smartphone.

The entire Motorola ad reads:

The first smartphone designed, engineered and assembled in the USA is coming.

Tomorrow, you'll eat burgers, watch fireworks and celebrate the freedom to be whoever you want to be. It's with the same spirit that we're bringing you something new.

The first smartphone that you can design yourself. Because today you should have the freedom to design the things in your life to be as unique as you are.

And this is just the beginning. Imagine what will be possible when you have the world's best design, engineering and manufacturing talent located here in the USA.

We knew this would be a challenge. In fact, some people said it couldn't be done. But we're not just any company. And nothing this exciting ever comes easily.

Moto X.

Coming soon.

Motorola doesn't give any date of when the Moto X will be available in the ad, but Woodside said the smartphone would be available later this summer. With the ad being released in time for the Fourth of July, we should begin to hear much more about the smartphone in the near future.

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