Think back for a minute... when was the last time you left your phone at home by accident? Did you go back and get it? Have you ever counted the number of times you look at your phone from the moment you wake up to the moment you walk out the door to go to work?
Nowadays, our phone is practically glued to our hands. It's our very own survival kit. You can run a company, buy an island, tell your boyfriend you love him and dump him with the same tool. You can do anything with it. (Except take a shower, but let’s wait a couple of years and see what my man Jobs comes up with…)
The world is definitely smitten with smartphones, and Microsoft definitely wants a piece of the pie. I hereby present their contender:
So what's their message?
"It's time for a phone to save us from our phones. New Windows Phone, designed to get in and out, and back to life."
First things first: Do I want someone to save me from my phone? Second: How are they planning to do that, exactly? What does this phone have, or lack, for that matter, that will make me not bump into someone running down the street or trip in the theater? And last but not least: Will people pay less attention to the Microsoft phone because it's less exciting? Have fewer applications? Go faster? What's the deal?
The ad is witty and funny and I like the element of drama and comedy intertwined...but this feels more like a commercial from the Stop Using Smartphones Association, instead of a company actually wanting to be your smartphone. My view is that their message should go the other way around, don't you think?
Their focus on the disadvantages of looking at your phone at all times is a bit controversial. How does this benefit them, exactly? Why not make me fall in love with you because of your features, instead of attacking a quality from current smartphones I don't really mind at all about? As John Gruber says, “I feel like I spend so much time on my iPhone not because it’s inefficient, but because it’s so good. I’m never more than a few seconds away from something at least somewhat engaging.”
Perhaps this ad caters to those who currently don't own a smartphone, and who view others who constantly stare at their phones as pig heads. Fair enough. I do, however, think that the message should have been stated. Here's an example: “Our phones will make you bump less into people and you won't have to stare at it as long because it has a faster interface than current smartphones.” If this is the case, I can’t help but want to tell the folks of Microsoft the following: Say it, my friends. Make your point. Don’t leave it to the imagination. If you keep people guessing, chances are they will guess the wrong thing. And no marketing campaign will be able to undo that, since they will be already calling their mama with your competitor.