Motorola’s patriotic ad focuses on US roots and Moto X phone you design yourself

Since Motorola(s goog) is a Google-owned company, it might need some extra marketing to remind people that the brand still exists. On July 3, that’s exactly what’s going to happen according to AdAge. Motorola will run a full-page ad for its Moto X phone in the New York Times, USA Today, the Wall Street Journal and the Washington Post. You won’t see the phone itself; instead you’ll hear a little bit about it and more about how it will be the first smartphone designed, engineered and built in the U.S.

Here’s the ad spread in case you don’t pick up a paper tomorrow:

Motorola Moto X ad

Clearly, the Moto X will run on Google’s Android software. And for that reason, Motorola as a company needs a way to stand out from the crowd of Android hardware partners. In 2010, Motorola was one of the most well known Android handset makers, thanks largely to the successful Droid handset, but since then, has fallen off the radar. Samsung, LG, Sony(s sne), and even troubled HTC have taken focus away from the Motorola brand of Android handsets.

Making a patriotic plea around the July 4 holiday is a smart move for the company, particularly when you realize that Google is U.S.-based and all of its Android hardware partners are overseas companies. Patriotism aside, very little is known about the Moto X other than it’s supposed to include a range of devices and offer personalized customization options.

The ad copy notes that Moto X is “the first smartphone you can design yourself,” but it’s not yet clear what that means. I expect at a minimum that consumers will be able to pick the color of their phone. Could there be more? There should be if Motorola is touting the user design.

It’s a bit of a wacky thought, but I wonder if Motorola can somehow make the ordering process more like the old Dell(s dell) build-to-order method, giving users various choices for their personal phone. Maybe screen size and resolution, for example, or even choice of chip to power the phone. I don’t know if Motorola could pull that off, but that’s certainly one way to stand out from the crowded Android market, patriotism notwithstanding.