A new ad for Motorola's mobile phone Moto X takes a jab at the new iPhone5C by mocking the phone's new color customizable feature.
Titled "Lazy Phone," the ad finds a human -- who represents a mobile phone -- being dressed up in accessories picked up by its owner at the mall. Once's he's all blinged up, the man politely asks its owner to "please take most of it off."
By contrast, the ad highlights the "2000 ways" users can customize their mobile devices.
Brian Wallace, Motorola Mobility's VP of global brand marketing, told Mashable the commercial was not directed at Apple specifically but he did point out that customization is a big selling point for the device.
"It seems to be in fashion for Company A to poke at Company B, but we think innovation in the category is lagging," Wallace said.
Though the ad does not literally point fingers at the Apple the way iMac commercials do with PCs, the alleged 2000 possible combinations mark a considerable difference from the iPhone5C's handful of colors.
Wallace also dressed Motorola's claim that their phones are "designed, engineered and assembled in the U.S." versus Apple's claim that its phones are "designed by Apple in California."
"I think people understand the difference between designing something and assembling something," Wallace added.