updated 07:00 pm EDT, Mon April 29, 2013
Lumia, Windows Phone portrayed as being above the fray
In a new TV ad that vaguely recalls the Tareyton cigarette slogan "I'd rather fight than switch" from the 1960s, a new commercial for the Nokia Lumia 920 and its Windows Phone 8 OS pokes fun at the war between Apple and Samsung (and their respective users) in an amusing manner, portraying Nokia's offering as being outside the fray and a fresh alternative. The ad features a brawl breaking out at a wedding between iPhone and Galaxy users and features a number of witty moments, including the Siri signature sound and man with an Apple tattoo.
Unusually, the ad (seen below) takes a page from Apple's playbook and barely mentions the Lumia 920 until the end, preferring to briefly show the product in action without any mention of specs or features. The majority of the commercial concentrates on the humorous fight scenes, which have wedding guests shouting accusations such as "iSheep!" and "Copybot!" at each other as a brawl breaks out. One man, hiding under a table, asks Siri to "search karate" for him. One of the most memorable visual images is a man ripping open his shirt to reveal a large Apple logo on his chest -- a brave move in an ad meant to promote one of the iPhone's rivals.
Two members of the wedding venue staff stand amidst the chaos, with one wondering if the fighters would get along if they all used the Nokia Lumia instead. The other, taking pictures of the carnage, replies "I don't know -- I think they kind of like fighting." The Lumia models stand out in the ad due their brightly-colored cases, but aren't seen until the final quarter of the minute-long ad.
The slogan for the commercial reiterates this theme, promoting the tagline "Don't fight. Switch," which also recalls Apple's own "Switch" campaign that very successfully used light humor to bring Apple into the mainstream of options for consumers. Though the Lumia ad would not be confused for an Apple ad, it is stylish and uses amusement rather than a hard sell to make its point, and is effective in attempting to promote both Nokia and Windows Phone as a clear, unambiguous alternative option that bears little resemblance to either Apple's iOS or the similar-looking Android platform.