Mobile Communications launched a TV and online advertising campaign to promote the ruggedness of its Casio-brand military-spec G'zOne Commando Android smartphone and other ruggedized G'zOne phones.
It is the company's first TV ad campaign.
As part of the Tougher Is Smarter campaign, the company will also sponsor next week's Los Angeles X games, televised on ESPN from July 28-31.
The company is teasing its ad campaign on a
that harkens back to the Timex watch commercials of the 1960s and '70s when news commentator and game-show panelist John Cameron Swayze strapped Timex watches to various objects, including
, to demonstrate the durability of Timex watches.
In NEC Casio's commercials, consumers strap the Commando to a surf board, off-road bicycle, off-road race car, a punching bag, and other items, including an extreme jogger, to demonstrate the phone's capabilities.
The Commando was launched in April exclusively on the Verizon Wireless network.
The device is said to withstand submersion in three feet of water for up to 30 minutes, offers military-grade toughness to withstand drops and extreme weather conditions, and comes equipped with Wi-Fi, mobile hot-spot capability, GPS and security for corporate email.
It also comes with eight G'zGEAR apps that let users navigate outdoors. The apps include compass, walking counter, trip memory and thermometer.
The Commando was also featured on a
earlier this week.