UPDATE: Today, Thursday September 12, 2013, Motorola has released a fourth video showing off the customization features that are offered by their MotoMaker program, which allows the customer to customize the back cover, front panel, and the accents of the phone to make a truly unique phone.

Motorola has just launched a new “Lazy Phone” ad campaign comprising of three videos for their latest smartphone, the Moto X. These videos mostly do a great job of showing off some of the unique features of the Moto X. They're funny, memorable, and best of all, informative. Let's check them out.

The first video displays the new Touchless Control feature. The phone is always listening, so when it hears the “Ok Google Now” keywords it waits for your command and then launches a specified app or does a specified function. The video does a much better job showing this than I can do explaining it, and again the video is hilarious.

The second video shows off the Quick Capture feature, which allows the user to open the camera app by doing two quick turns of their wrist. The action is similar to that of turning a doorknob, and it's supposed to shorten the time to the camera app as much as possible. Check it out:

The third video highlights the Active Display, which shows new notifications in a “blinking” fashion, allowing a user to check the time, text messages, emails, and status updates just by touching the phone screen, without the need to hit the phone's power button. And here it is:

Overall the videos are entertaining and informative. While they they take the over-the-top method to get the point across, the videos do show how the unique features of the Moto X aren't “gimmicky” and can be very useful in real-life. We think Motorola has done a great job with these new videos, and hope that more companies take notice on how to do an ad campaign well.