MotoRazr onwards, its advertising just seems to have got better and better. Even for its not-so-hot phones (e.g. MotoRokr). It's just that its creative execution is so sassy and it tells me clearly what I get out of that phone. It makes you want to buy that phone. And isn't that what good advertising is about?

The latest from its stable is the MotoRazr2- and what an ad that is. First, the jingle makes you sit up (hello little boys with your toys… ), then the spunky choreography makes your eyes widen, you wait with baited breath to see what happens next - and then you smile when you understand why the phone works like a knife.

The ad has everything: a clear-cut product benefit – you'd have to be a fool to miss it – that the phone is blade thin. That's why it could slash the models' clothes and slice into a wall.

Thanks to a carefully thought out creative idea and clever execution (the models, the jingles, the Matrix-like choreography, the suspense, the racy tempo of the ad) Motorola stands apart from a clutter of mobile phone brands. I honestly can't differentiate between a Nokia, LG or Samsung ad any more. Hell, I can't even recall one.

What's interesting is how the slickness of the hip jingle, the models, the clothes and the setting rub off on the brand and the product. And actually delivers on Motorola's objective to create a brand that's hip, classy, trendy, for the discerning and very aspirational. I want to buy.