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Microsoft begins Windows Phone 7 media blitz with new teaser ad

post #1 of 173
Thread Starter 
Microsoft has posted its first teaser video advertisement for the upcoming Windows Phone 7.

The one-minute ad, posted on the official Windows Phone UK YouTube channel, was created for a Secret Cinema showing of 'Lawrence of Arabia,' and spoofs the iconic mirage scene from the film.

With the Windows Phone 7 launch just months away, Microsoft has begun ramping up publicity for the new mobile OS. Windows Phone UK is partnering with Secret Cinema to bring "a new level of connectivity" to the Secret Cinema experience and raise awareness of Windows Phone 7.

Microsoft is expected to spend over $500 million on marketing at launch.

The Redmond, Wash., company faces tough competition when it comes to marketing, as its rival Apple has consistently been recognized as a leader and innovator in marketing its products. In December 2009, Apple was recognized as "Brand of the Decade" by Adweek.
post #2 of 173
Holy crap! I can't even begin to imagine who greenlighted that graphic!

talk about a waste of money...
post #3 of 173
I have a feeling the word "revolution" is being overused here. And that teaser is about 30 seconds too long. Even though I like my iPhone, I'm really curious to see what a Windows 7 phone is capable of.
post #4 of 173
Actually, a decent - and subtle - ad from Microsoft!? I am speechless.
post #5 of 173
Not the popular sentiment around here, but I wish Microsoft well. More competition will push everyone to improve, to the benefit of we the consumer.
post #6 of 173
I don't see anything revolutionary about their UI .. it looks absolutely terrible
post #7 of 173
Quote:
Originally Posted by iCarbon View Post

Holy crap! I can't even begin to imagine who greenlighted that graphic!

talk about a waste of money...

i agree...i mean, the first 30 seconds of that publicity are completely useless...they're supposed to be there for a reason but they fail at it...

it's pathetic
post #8 of 173
Quote:
Originally Posted by anantksundaram View Post

Actually, a decent - and subtle - ad from Microsoft!? I am speechless.

I agree with you here. I thought it was a highly effective teaser commercial. It probably helps that Lawrence of Arabia is my favorite film.
post #9 of 173
Actually, a pretty decent ad from MS. After the Bill Gates / Jerry Seinfelf crap I'm pretty impressed.
post #10 of 173
I can't believe I'm on a APPLE forum and everyone is pretending that this Microsux P.O.S. is going to be anything but another ZUNE, Windows Vista, Windows 2000 failure! Where are all the Macintosh people? We've got nothing here by MS fanboys!

Ok, I'll say it. It's appropriate that Microsux picked a mirage for their commercial since that's what their success will be like with this cell phone!

OK, MS fanboys, let 'er rip!
post #11 of 173
They have a nerve using the word 'revolution' for several reasons!
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post #12 of 173
That looks a little odd on a YouTube channel... but I guess it makes sense in the context that it was shown. I wonder how much of the 500 million that used...

Still, I'm excited about another genuinely unique smartphone competitor instead of just another iClone.
post #13 of 173
Quote:
Originally Posted by iCarbon View Post

Holy crap! I can't even begin to imagine who greenlighted that graphic!

talk about a waste of money...


Am I correct that you have never seen the movie?
post #14 of 173
I have never seen the film so this ad makes little sense to Me. Just saying.
post #15 of 173
Quote:
Originally Posted by MadGoat View Post

I don't see anything revolutionary about their UI .. it looks absolutely terrible

Looks can be deceiving.
post #16 of 173
Microsoft is competing more directly against android than against apple, so I think this is probably a net plus for apple
post #17 of 173
Quote:
Originally Posted by digitalclips View Post

They have a nerve using the word 'revolution' for several reasons!

Do you like magical better? That one disgusts me.
post #18 of 173
Quote:
Originally Posted by Blastdoor View Post

Microsoft is competing more directly against android than against apple, so I think this is probably a net plus for apple

How do you figure that Microsoft is not competing with the iPhone?
post #19 of 173
Quote:
Originally Posted by Newtron View Post

Am I correct that you have never seen the movie?


I am willing to bet that a rather large percentage of the people who post here have never seen the movie.
post #20 of 173
Quote:
Originally Posted by Newtron View Post

Am I correct that you have never seen the movie?

I have seen the movie and David Lean created a more believable mirage with a 1960s Panavision camera than Microsoft did for this advertisement. That's saying something.

GTSC
post #21 of 173
Quote:
Originally Posted by Newtron View Post

Do you like magical better? That one disgusts me.

It's a word. Chill.
post #22 of 173
David Lean and Maurice Jarre must be turning over in their graves.
post #23 of 173
During a time when tempers flare over middle eastern culture, Microsoft's "creative" team has decided to pay homage to "Lawrence of Arabia" in a terribly long teaser ad for yet another iPhone competitor. Hello?! Does your team understand the concept of a teaser ad? Do they realize that the people they are targeting probably have no idea who Lawrence is or WTF he's doing in Arabia?
This has "Kin" written all over it.

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post #24 of 173
Quote:
Originally Posted by MadGoat View Post

I don't see anything revolutionary about their UI .. it looks absolutely terrible

You can always find someone who will say that regardless of the phone

In any case WP7 isn't just a new UI, it's a new mobile phone paradigm. If you're just looking at the UI though I would say that "metro" is certainly unfamiliar. I have reservations about the wasted screen real estate on over-sized titles, but apart from that it seems very consistent, responsive and functional.

If it's "terrible", it's only in an aesthetic sense which is obviously open to opinion. However I wouldn't call the UI a "revolution" either, not on its own.

Pause this email client comparison on the opening screen and see what you think about the "look" of WP7 compared to two of the other smart phone heavy weights.
post #25 of 173
Quote:
Originally Posted by Blastdoor View Post

Microsoft is competing more directly against android than against apple, so I think this is probably a net plus for apple

I think MS is going after both, and to be honest, I think that Apple is taking it somewhat seriously, as they just added features that MS has had for awhile.

Zune has had social networking since its introduction in 2006, and iTunes just added Ping.
Xbox Live has been around for awhile and Apple is introducing its own Game Center.

MS is not going to lure away Mac users, as the ecosystem is just too coherent.

However, if you are Windows user, and if MS can make the whole thing (Office, Exchange/Enterprise, Zune Marketplace, and Xbox Live) all work the way Apple has, then I think they stand a fair chance of converting iPhone users to WP7.

We shall see how it all plays out though.
post #26 of 173
...you have a nice teaser ad - I echo the sentiments expressed upthread about it being nicely more subtle than their previous efforts. Whether they target specifically Apple/iOS or Google/Android really is immaterial. They have to bring their best game to this showdown if money can buy it - they will get it done marketing-wise. Creativity ans effectiveness are another matter, where they have shown themselves to be, well dubious. Kind of like the new Droid 2 commercials - the target demographic for the robot hands was a bit blatant.

Now with that all tidied up, they have more to be concerned with where Android is concerned than Apple, especially as more and more handsets have Android on them, compared to Apple. Because Google has taken a page out of the Microsoft strategy book - they may well be the most likely target, and since the Android marketplace lags behind the App Store - it becomes the "low-hanging fruit", or for those more "circle-of-life" inclined the lagging wildebeest. We'll see how this plays out - glad I have a ring-side seat for this.

Newtron - you are just one vast pool of negativity here aren't you. Jumpin' in harshing everyone's mellow. Dude I KNOW you get your rocks off doing this, I mean any attention is better than none I suppose, but still...
post #27 of 173
Quote:
Originally Posted by MetroRip View Post

During a time when tempers flare over middle eastern culture, Microsoft's "creative" team has decided to pay homage to "Lawrence of Arabia" in a terribly long teaser ad for yet another iPhone competitor. Hello?! Does your team understand the concept of a teaser ad? Do they realize that the people they are targeting probably have no idea who Lawrence is or WTF he's doing in Arabia?
This has "Kin" written all over it.


You should read the article. The teaser was introduced at a special showing at LoA. Thus, everyone there would be familiar with the scene.
post #28 of 173
Quote:
Originally Posted by Newtron View Post

Do you like magical better? That one disgusts me.

Spot on here. 'Magical' as a word used to describe a piece of aluminium and glass, is the worst advertising buzzword I've seen. Hate it so much I cringe when I realise that my iPad was so brainlessly used by Apple's marketing. It isn't magical, it's great, but that's no good either.

Apple should have just introduced the iPad and explained it. Their use of 'magical' makes them pine for user support. Pathetic.
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post #29 of 173
Quote:
Originally Posted by grking View Post

You should read the article. The teaser was introduced at a special showing at LoA. Thus, everyone there would be familiar with the scene.

I know that. But it was meant to hit the web as well. It's not 1995, you can't think so small anymore. You don't think they were expecting it to hit YouTube or Facebook or Vevo? C'mon.
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post #30 of 173
Quote:
Originally Posted by MetroRip View Post

Do they realize that the people they are targeting probably have no idea who Lawrence is or WTF he's doing in Arabia?

It was shown prior to a Secret Cinema showing of 'Lawrence of Arabia'.
post #31 of 173
Quote:
Originally Posted by SomethingWicked View Post

I can't believe I'm on a APPLE forum and everyone is pretending that this Microsux P.O.S. is going to be anything but another ZUNE, Windows Vista, Windows 2000 failure! Where are all the Macintosh people? We've got nothing here by MS fanboys!

Ok, I'll say it. It's appropriate that Microsux picked a mirage for their commercial since that's what their success will be like with this cell phone!

OK, MS fanboys, let 'er rip!

Maybe because Mac Fanboys are a rational bunch? Maybe we don't judge something until we see it. Being a fan doesn't instantly make you a fanatic. I hate baseless comments (or trolls trying to incite them), so it is a good thing there isn't too much of that here. Personally, I think Microsoft is way behind, but I'm not going to judge them until I see what they have done. It will probably be yet another platform that will be difficult to share code with though... Every platform has their own language and runtime. Not a bad thing because it forces UI guidelines to be followed for each platform, but it is more work. Developers are going to grow tired of supporting the weakest platforms though, so there will only be a handful of winners in this game or a lot of platforms depending on web applications for their functionality. Apple has by far the strongest SDKs, so targeting other platforms starts with deciding what features to remove because they take too much work or are impossible to implement on other platforms. Games are usually the easiest to port (if they don't use a special form of input) because OpenGL makes for easier porting.
post #32 of 173
Quote:
Originally Posted by Firefly7475 View Post

It was shown prior to a Secret Cinema showing of 'Lawrence of Arabia'.

And that font looks more like "Aladdin" than "Lawrence of Arabia." Someone made a mint on 5 minutes worth of "creative."
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post #33 of 173
Unless you're hip to the Lawrence of Arabia thing, the ad just reads as "Arabic." Combining Arabic with "Revolution" at a time when anti-Islamic sentiment seems to be on a steep rise strikes me as a puzzling choice (yes, I realize there's a world of casual and unfounded association there, I'm talking about the usual uninformed passions at large).

I mean, people got crazy about the shape of a proposed Flight 93 memorial, finding a semi-circle to be suspiciously crescent like. I wonder how long it takes some group to declare MS in league with Bin Laden?
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post #34 of 173
Wow they even got the shadow wrong on the ad.
post #35 of 173
Ad fail.

creatively, I like it. Definitely un-microsoftie.

However, they need to get people to know how the UI works, otherwise it's just going to fade back into the mirage it came from in that ad.
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post #36 of 173
MS right now is under extreme pressure to raise its stock price so re-doing up a cell phone seems like the best fit for that over saturated corporation.
And the reason I think this will fail is because they are relying on 3rd party cell phone makers to make the phones(lots of then and in different flavors) and then market them like crazy to get large sells so they can then tout that they have this BIG smart phone presence on the market.
I just don't see this ending well for MS. Not at all. There is way too much Android trash on the used market by the same bozos that'll be cranking out windows phones. How does that makes since?
post #37 of 173
Yeah, Windows Phone 7 would have been revolutionary if Microsoft had come up with it before the iPhone came out. Now, more than 3 years later, it's just another me-to OS.
post #38 of 173
Quote:
Originally Posted by grking View Post

You should read the article. The teaser was introduced at a special showing at LoA. Thus, everyone there would be familiar with the scene.

Dude, it was shown BEFORE the movie.
post #39 of 173
Quote:
Originally Posted by Gandalf the Semi-Coherent View Post

I have seen the movie and David Lean created a more believable mirage with a 1960s Panavision camera than Microsoft did for this advertisement. That's saying something.

GTSC

That's because he didn't "create" it. He was in the desert. He filmed it.

Not bad. Don't like "revolution." Don't like the typeface it was in. Didn't think the music was relevant, either.

How explicit is the echo of "Lawrence of Arabia"? Is this a motif that will recur? If so, why? If not, why not?

The "Revolution" of 'Awrence -- see the movie -- was undertaken by British military intelligence, and then coopted by the British after the war. Is that the kind of echo they want?
post #40 of 173
Quote:
Originally Posted by MetroRip View Post

Do they realize that the people they are targeting probably have no idea who Lawrence is or WTF he's doing in Arabia?


Do you realize that the people they are targeting were attending a screening of Lawrence of Arabia?

Read the article.
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