updated 12:25 pm EST, Wed December 18, 2013
Nokia says Lumia 2520 is business up front, party in the rear
It's apparently "business up front, party in the back" for Nokia's new Lumia 2520, as a new commercial from the Finnish hardware maker compares the tablet to a mullet. The spot for the company's Windows RT-powered device spends more time focusing on haircuts and filthy fingernails than it does Nokia's actual tablet. The goal of the app may be to highlight the 2520's capabilities as both a productivity and entertainment device, but its reception in the tech media so far has been marked by puzzlement.
Nokia in the ad touts the "Work. Play. Everywhere." slogan that has been its signature for the Lumia 2520 since its introduction. Curiously, the key productivity element - the Power Keyboard that did not actually launch alongside the tablet - is not featured until the very end of the spot. Instead, viewers get quick peeks at the 2520's versions of Office, which come bundled with the tablet, in between shots of a growing mullet assorted characters.
The 2520 will be one of Nokia's last devices to see release before the company's hardware devision is absorbed by Microsoft early next year. It debuted to largely positive reviews, with the tech press praising its design and power but bemoaning Nokia's choice of Windows RT, a lower-powered version of Windows that cannot run legacy apps and, thus, has a much smaller app library.
Nokia, of course, is not the only tech manufacturer to have gone in the direction of quirky for new product ads. Microsoft, also looking to tout the productivity potential for its Surface tablets, chose for some reason to feature acrobatic dancers in the launch spots for the devices. Samsung, too, released odd commercials for its Galaxy S4 and Galaxy Note 3 top-line devices, featuring goats and breakdancing for the former and life-sized puppets for the latter.