Microsoft has released a new commercial for the Windows Phone Nokia Lumia 920, and in it they show off both Apple's iPhone 5 and Samsung's Galaxy S. A lot. So much, in fact, it's hard to know what the commercial is about until the very end, when the Lumia 920 finally makes an appearance. Anyone outside Microsoft see the problem there?
The theme is: Don't fight. Switch. The setting is a wedding where the groom and the bride's side both use different phone platforms, and quickly get into a heated, and pretty funny war of insults that escalates into full-blown Mobile Kombat. When nothing but dust and decimation remains, the waiters wonder if Lumia couldn't just help them all get along.
Here's what Microsoft's Michael Stroh had to say on the Windows Blog:
I chuckled when I first saw the spot. As you’ll see, it plays off the strong—even irrationally strong—feelings some of us harbor about the technology in our purses and pockets. You might recognize someone you’ve met among the wedding guests. You might see shades of yourself. I sure did—and smiled.
I did as well. And it wouldn't be out of place on a late night comedy show. Actually, it would kill as comedy. But this isn't comedy, it's the real, brutal, smartphone market, and here is that Microsoft is promoting Apple and Samsung over their own brands, and that's exactly what happens to them in the market already. Apple had a "switcher" campaign for the Mac many years ago, and while they had a generic "PC" character, he was seldom if ever branded, and there certainly wasn't ever any recognizable, competing hardware in the frame.
Ultimately, however, I didn't really end up caring any more about Windows Phone than I did at the beginning, and that makes it a pretty ineffective commercial. Give it a watch and tell me what you think. Anything there that's better than, I don't know, say Microsoft actually releasing an XPhone Halo edition?