When your screen shatters, the world inside your phone hurts too. So in this series of films to launch the DROID Turbo 2 with the world’s first shatterproof screen, when a competitive smartphone screen breaks, an emoji character gets hurt.

In the film, a smiley face emoji bounces out of a shattered screen and gets hurt and he’s immediately rescued by an eager ambulance. But when the DROID Turbo 2 falls, the screen remains unscathed and the ambulance has no one to save. Only the DROID Turbo 2 can keep the whole world inside your phone– emojis, apps, texts, emails – safe.

The films were all targeted to people using their mobile devices featuring emoji characters they use everyday to communicate.

We created short animations with 3-D characters designed to look like the emojis that people use on their phones every day. The films were targeted straight to mobile devices to reach people on the exact devices shattered in the films. In fact, some people might have even viewed the video on a shattered screen.

In the first four days, the video had a total of

1,001,217 impressions and 373,492 views.

The view rate on pre-roll was 24.56%.

People called out the competitive phones we targeted in the spot for shattering so easily and breaking their world.