updated 10:28 pm EDT, Wed September 5, 2012
Public apology admits video not shot with Lumia 920
Alongside the launch of the Nokia Lumia 920 phone earlier today, a new feature called "PureView" made its debut. One benefit of PureView is Nokia's optical image stabilization (OIS), as demonstrated in promotional media, featuring a couple recording with the phone as they ride down a river road. The ad showed side-by-side video, representing the OIS feature in action. Nokia has since confirmed in an apology that the video was not shot with the Lumia 920 as originally represented, but by a film crew with physical stabilization, on a truck riding alongside the couple.
The report on The Verge noted "a curious reflection in the window of the trailer in the background. It's not a young man riding his bicycle alongside the cheerful model, but instead a big white van with a lighting rig and a cameraman standing in the doorway -- with what appears to be a large camera rig."
Following the reveal of the video as faked, Nokia published a public apology on its official blog. Spokesperson Heidi Lemmetyinen said that "hindsight is 20/20, but we should have posted a disclaimer stating this was a representation of OIS only. This was not shot with a Lumia 920. At least, not yet. We apologize for the confusion we created." Proving that the software in the phone is capable of some level of image stabilization, a video (seen below) was also published demonstrating what the phone is truly capable of.
While the omission of a disclaimer saying that the video wasn't actually shot on the advertised phone is easily dismissible to most seasoned TV advertising viewers, the FTC Act explicitly prohibits unfair or deceptive advertising in any medium -- promotional videos included. From a synopsis of advertising and marketing internet rules provided by the FTC, demonstrations "must show how the product will perform under normal use" which was clearly not the case with the video as originally presented.