I will be the first to say then. I think the ads were ineffective. I find that people in Seattle (both HTC and Microsoft) don't seem to understand that people in places like the East Coast or Middle America have no idea about what is going on in the Smartphone world. Commercials from HTC are just as opaque (blinkfeed digging and Boomsound "band playing backwards" commercials)
Most Americans don't know that Samsung and Apple own much of the market and all of the profits, that Apple users (in reports) are often seen as older, less tech savvy or that many close to the industry see the Galaxy S4 as a "one trick pony".
Some of the ad elements were accessible to people who aren't tied or follow closely the industry (like the guy frantically calling Siri to get info on Kung Fu), but strangely don't appear the 30 second spot.
Alot of my friends who worry about a phone once ever 20 months, they were like "I don't really get what this commercial's about". The scenes they thought were funny were some of the things that are widely known (ie: Guy with the Apple Tattoo), but some of the jokes were alittle too insider.
My thinking is that Samsung and Apple actually do a FAR BETTER job highlighting their KSP's than the Microsoft ad featuring Nokia and do it in a way that is more memorable and sticky. I bet if someone was to do a post mordem, that being able to relate, recall and find memorable are much higher on the Apple Apps ads and the Samsung grad party ads.