Microsoft finally has a compelling Windows Phone ad, makes fun of Samsung and Apple rivalry
Microsoft has often been criticized for not making effective commercials—something we think that has changed recently with the Surface campaign (and back stepped with ‘Scroogled’). But what about Windows Phone? We’ve seen some interesting ones in the past but nothing that could potentially go viral (or not be cringe worthy).
That may have all just changed as a new YouTube ad has gone live on the Windows Phone channel and if this doesn’t raise consumer curiosity, we’re not sure what will.
The theme is a wedding with two sides: one audience is Apple’s iPhone and the other Samsung’s Galaxy series fans. The opposing camps begin teasing each other, poking fun at Samsung’s “giant phone” and the iPhone trend of being for our most senior adults. They soon start an all-out fight, throwing common barbs at each other in the process such as “is there an app for that!” and the NFC “boing” thing.
In the midst of the fighting are two wedding workers standing casually in all the chaos, taking photos and video of the ensuing melee with their highly visible red and yellow Lumia 920s.
Oh no she didn't!
The slogan? Don’t fight. Switch.
Dare we say we think Microsoft may have finally carved out a solid middle ground between the two sides. The ad is entertaining, sidesplitting and has a clear message. They even toss in the Engadget Reader’s Choice award at the end for extra validation. Even the color balance is perfect with the boring greys and blacks for the opposing phones while the Lumia shines in bright red and yellow.
Kudos, Microsoft. Now let us pray they actually put this on TV.
Update: It will begin airing on TV tonight!
Source: Windows Phone Blog; YouTube
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Daniel Rubino is the Editor-in-chief of Windows Central, head reviewer, podcast co-host, and analyst. He has been covering Microsoft since 2007 when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, laptops, next-gen computing, and for some reason, watches. Before all this tech stuff, he worked on a Ph.D. in linguistics, watched people sleep (for medical purposes!), and ran the projectors at movie theaters because it was fun.
By Jez Corden
Ignoring that, what does this ad do to convince people to switch to Lumia?
1. Does WP has app like the iPhone?
2. How many apps does it has?
Microsoft needs to educate the general public about WP basic.
Well, from experience I can say that most of the times the answer to question (1) is "Yes, there is." or "It's integrated in the OS so you don't need one."
Question (2) is just plain stupid regardless of the word you put in the place of "app" and it is based solely on the greediness of people. An OS might have a million apps and still lack the one app you need.
In my case, the only app I haven't been able to find on both Android and WP is an alternative to iMovie.
There are several levels of usage (basic user, power user, geek, etc.) and 90% are basic users who use only 4-5 features and don't install anything out of fear they might break something.
They don't care about OS features but how does the device look when you put it on the table, its color, size and weight. Like most of the times you ask someone what car they have, they will answer "Blue."
The readers of this (and any other) forum represent a negligible percent of the market and no company will base its marketing strategy based on what they see here.
(WinPhone refugee with an iPhone due to the app gap)
I agree that in one of the 10 major countries apps do make a difference. As you say, your bank, MLB, NBA, etc. all make apps. In Eastern Europe though we are far from such appization and therefore we tend not to see this big gap.
I currently have an HTC Trophy (WP 7.8) and a company iPhone 4S. I use the Trophy for almost everything I need. The only apps I am using on the iPhone are Waze (and I hope they will be getting it to WP soon as some news said) and iMovie, for which I haven't found a replacement. I will also be getting an L920 unless I see something interesting at Nokia's event in May.
Regarding the size, I have big hands and the L920 fits perfectly, the weight is also good. The first time I picked up an iPhone 5 I was going to throw it. This phone was meant for either women or skinny men. If the company ever changes to iPhone 5's I will ask to keep the 4S.
And the way I see it is that the more people use WP, more reason the companies will have to make apps. And the fact that WP's market share is growing is a good sign, speacially because it is getting the feature phone market, which I believe is still larger than the smartphone market. So there is great opportunity.
I think most consumers do care about features though. It's what makes or breaks a device. Apps are important too, but I'd think that the average consumer sees apps and features as pretty much the same thing.
"In 2013 the truth of the matter is iOS, Android and Windows Phone are all excellent OSs with nearly the same features. They need a different angle to sell, get attention."
Yes, I definitely agree with this. All this ad does is remind people that WP exists. I hope future commercials focus on the "Why should I switch?" aspect.
I'm glad this will be airing as I love it as a broadcast advert.
I also like that Microsoft is acknowledging their current place in the market relative to Android and the iPhone but still make sure people know you are there and present themselves as a viable option. Bonus point is the exclusion of BlackBerry (their chief rival for 3rd place).
We forget sometimes that us nerds (including myself) are not Mr and Mrs Average consumer.
This ad makes people think about their deep seated bias and stupid/childish brand loyalty to the point of argumet. After all, they are just phones. Great post WPCentral.
None the less its a funny add.
I actually dread the day Windows Phones are too common enough to not be alternative. Being different has its priviledges.
Also, to be fair, all sides have their fanboys and normal people.
Microsoft has actually covered the angles that some of these people are crying about. But they seem to have short term memory when MS gives them what they say they want.
Here's a few of 'em.
Just read this from Joe Wilcox over at betanews
"Lumia 920 Windows Phone commercial is the best tech ad in YEARS"
This ad was designed to make people laugh and remember the colorful lumia's the two on lookers were using. The more the commercial shows off features and stays monotone the less the average consumer will remember what it was about. Consumers will walk into att or verizon and say "oh! That's the phone that was in that one commercial about the old guy asking his phone about karate."
This is basically about creating and projecting image to potential buyers and switchers and definitely is something both MS and Nokia need - they are not considered cool nowadays by big chunk of buyers. They need to address this negative image, and I'd say ads like this one can help there.
Of course they should do more serious, feature based ads as well, but I hope they will keep variety - as long as they keep making good ads for both approaches.
It really comes down to putting the phone in peoples heads so when they get to the store they ask about it. Some people need features others humour.
At least the Lumia 920 makes a better weapon than any iphone or Galaxy S3, tough, heavy and not likely to shatter or scratch in combat. Perhaps they should do a follow up that makes this point as the Lumia owning staff have to fight there way out to safety.
Great ad, especially when you read the crap that goes on in some forums, it's funny because there is an element of truth to it.
Or did you not know about this??
Why buy the products from a company who can do no right in your eyes??
I mean really... commercial critics?? Some of you are annoying.
Ninja edit: This commercial is GREAT!
Why? The average PERSON who sees the samsung and apple commercials (not the people who log on somewhere and cry about instagram) will instantly be able to relate to this because it reminds them about the competitions ads. Also, I'm glad to see MS using a light hearted, comedic approach to ads.
1) Shows that people can be quite fanboyish
2) It is hilarious
3) Shows the contrast between those cold, bland, silver, white & black phones and the STUNNING *red* and *yellow* Nokia handsets.
This reminded me of that Nokia ad, for those who hasn't seen this ad check it out. http://www.youtube.com/watch?v=lQg7ty3oIZ0
Nonetheless - I have been really happy with this reimaging of Microsoft that has kicked off since 2011!
Many people are still hesitant or are not aware of Nokia/Windows Phone. This ad will let them atleast talk about it and is something that will last in the memory because it is so funny. Tech blogs will be all over it. I think it has potential to be one of the most watched tech commercial for 2013.
Showing to all my iPhone/Android buddies :) I always wished MSFT to come up with such ads and looks like they are getting it now.
This is exactly how MSFT should portray the smartphone battle. Attack your competitors' perceived strengths in an entertaining way.
If Microsoft make more like this I may actually begin to believe that they care about the success of Windows Phone. Based on MS past performance, I predict that this will be a one hit wonder, barely seen on national TV, and not followed up with more good marketing.
And its a great ad...too bad they didn't have this for the Super Bowl.
To those saying that they should show more of the OS, but there is literally no way to do that without putting the average consumer to sleep. Adverts like this works by getting people's attention and making them curious to find out about the product.
Myself, I think they should have rounded it off with someone saying "Siri, find me a lumia 920" to their iPhone.
Galaxy Vs iPhone Ads - Samsung
Targeting both Apple and Samsung - MS lol
I can't believe they really put the Apple Logo in there. That's just free advertising for them.
How all the other phones look the same, while the Lumias have their own colors, giving them more personality. :)
Also, odd to comment on how big phones are when they showcase the Nokia 920 which is a bit of a brick itself?
I use lumia 920 since the first day it arrived many months ago and I am far away from being happy with it.
MS can build on the concept.
Promote the flagship WP8 device and the many WP8 options.
Seems a bit unlikely ;)
Why there's nobody mentioning that here?
Hilariously funny to read those comments
They don't handle the truth very well... :P
a little meme i made...
While I don't like iPhone and their boring six year old interface, I admire how Apple demonstrates its features. See iPhone commercials: Siri, Do Not Disturb, Discover, Noise Cancellation
tops the S3 launch ad, making fun of Apple people waiting in line.