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Microsoft's new Nokia ad "Not Like Everyone Else" is... for the colorful

post #1 of 72
Thread Starter 
After taking over Nokia's handset operations on Friday, Microsoft has released a new a new ad that presents its phones as "Not Like Everyone Else," distinguished primarily by the iPhone 5c-like colors of Apple's top selling middle-market iPhone.



Microsoft's new commercial presents a series of older men in black and white who are suddenly mesmerized by a younger man in bright colors, wearing yellow earbuds attached to a brightly colored phone that could be mistaken for an iPhone 5c until it presents the Metro interface of Microsoft's Windows Phone.

As the brightly colored man walks along, another black and white figure drops his drab phone just upon looking at the colorful man with a phone in his pocket. A couple then engage in a domestic dispute after the woman flirtatiously gazes upon the main character.

He then is adored by a black and white little girl, before being politely smiled at by a woman also dressed in color and holding a Windows-based tablet created by Nokia, a product very similar to Microsoft's own Surface.

"Everything just became a lot #morecolorful," the ad states in all capital letters, before ending with an animated display of Nokia-branded phones, all in vibrant colors.

The new Microsoft ad is similar to a earlier, darker Nokia commercial from 2012, which presented color as a reason not to buy a "5" phone, just as Apple was selling its iPhone 5 in a "space grey" black or a "silver" white version.



Marketing color as a primary differentiator from Apple became impossible late last year, however, when Apple introduced iPhone 5c in a spectrum of five shiny colors, each of which could be outfitted with a matching or contrasting case in six matte colors.

Apple has been heavily advertising iPhone 5c as "for the colorful" ever since, initially appealing less to the surface color and instead focusing on the metaphorical "color" of the wide range of people portrayed using it.



A second ad presented color as an aspect of Apple's hardware and software being "designed together so you feel color throughout the entire experience," as the company states in its YouTube account.



A third spot more abstractly portrayed the iPhone 5c color as a "completely new expression of iPhone that's not just for lovers of color. It's for the colorful."



Analysts immediately pounced on the $550 iPhone 5c as being too expensive to sell against Android phones, which have an average selling price of around $215.

Criticism grew when initial sales reports indicated that the majority of holiday season buyers were opting to get the even more expensive iPhone 5s, which sported the industry's first 64-bit Application Processor, Touch ID and a significantly improved camera and DuoTone flash.

Despite selling in much smaller quantities than the 5s, Apple sold so many iPhones over the past two quarters that despite the 5c's smaller percentage, it still managed to outsell every other Android flagship, all Blackberry phones put together, and the sum of all Windows Phone models sold in the quarter.

In appealing to color, Microsoft may be hoping to ride the coattails of Apple's ubiquitous iPhone 5c advertising, but color is also the primary, recognizable feature one might associate with Nokia, which has been selling brightly colored phones for years.

Nokia fans even called Apple's iPhone 5c a knockoff because of its use of vibrant colors, although Apple has been featuring product color for years, from 2012's iPod touch to previous years of iPod nanos and minis dating back to 2004.

iPod color


Prior to that, Apple famously brought vibrant color into the drab PC market with the Bondi Blue iMac in 1998, followed by a series of candy colors reflected in Apple's "Aqua" OS X desktop. The iMac jump-started an industry trend in colorful, translucent plastics, particularly among peripherals using the new USB interface it helped to launch into the mainstream.
post #2 of 72
People say the 5C colors are ugly but I look at that first Nokia video and think the same thing.
post #3 of 72
Microsoft Phones, not selling "like everybody else."
Edited by Macky the Macky - 4/28/14 at 3:37pm
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #4 of 72

Not the days to hate Microsoft. These are the days to hate Google and embrace Microsoft.

/* But do not buy any Microsoft product. */

If the fight is between Apple and Microsoft - Apple is ours.

If the fight is between Google and Apple - Apple is ours.

If the fight is between MS and Google - MS is ours.

IF the fight is between Samsung and Google - Google is ours.

:) 

post #5 of 72
Not bad. Great song choice.
post #6 of 72
That is such a terrible commercial.
post #7 of 72
Wasn't the iPod's tag line "more colorful"?

In addition, MS marketing should have stayed away from the color ads as Apple already used them for the 5C.
post #8 of 72

Nokia have been doing colour on their smartphones well for a number of years now and Windows Phone uses colour from a system perspective a lot more coherently than iOS.  There's no scope for "Apple invented colour" here.

 

I quite like the ad, reminds me of Pleasantville, the weird ad is pretty cool too.

 

 

P.S. the iPhone 5 wasn't sold in a Space Grey version, it was Black and Slate IIRC.

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post #9 of 72
Quote:
Originally Posted by Crowley View Post

Nokia have been doing colour on their smartphones well for a number of years now and Windows Phone uses colour from a system perspective a lot more coherently than iOS.  There's no scope for "Apple invented colour" here.

I quite like the ad, reminds me of Pleasantville, the weird ad is pretty cool too.


P.S. the iPhone 5 wasn't sold in a Space Grey version, it was Black and Slate IIRC.
Where is this article claiming Apple invented color?
post #10 of 72
Any company, in this case Microsoft should be embarrassed by this ad. A guy walking around with colors off the back of Ronald McDonald through a cool and "edgy" urban alley with hipsters in wool caps at every turn.... fire the ad agency or the executing the signed off on this one.
post #11 of 72
Quote:
Originally Posted by Rogifan View Post


Where is this article claiming Apple invented color?

 

I didn't say there was, but the article is clearly setting up a rivalry for who copied who with the different posited ads and the history of the iPod.  There's no real need for that argument, Nokia are allowed to be colourful and to use it in their advertising without it descending into a VS spitting match.

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post #12 of 72
While the ear phones may have been yellow, the placement of the volume control, mike etc sure make it look like an iPhone or iPod system.

Hey, Apple is great, so if we look like them and act like them and advertise like them, maybe you will buy us by mistake.... (hopefully) LOL

Just LOL.
post #13 of 72
Nokia hands-free kits have had the microphone on the headphone cable since the late 90s.

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post #14 of 72
Quote:
Originally Posted by Crowley View Post
 

 

I didn't say there was, but the article is clearly setting up a rivalry for who copied who with the different posited ads and the history of the iPod.  There's no real need for that argument, Nokia are allowed to be colourful and to use it in their advertising without it descending into a VS spitting match.

 

Well you're kind of inventing all of that yourself. The article only points out the irony of Microsoft advertising color as if it's some unique feature in a black and white world, which is particularly tone deaf given that Apple has been incessantly promoting iPhone 5c as "for the colorful" for the last six months. It made more sense back in 2012 when Nokia first tried it.

 

But the thing is, Nokia currently doesn't have much else to market besides colors. It can't promote any sort of advanced chip or even sell Microsoft's Metro interface as a feature, because that's not selling. The other thing Microsoft could market is advanced camera/optics, but that isn't even mentioned in this ad.

 

It appears that Nokia's camera advantage is not selling, because that was Nokia's other line of advertising, and it didn't seem to win converts. 

post #15 of 72

I actually liked the commercial... but it's a bunch of bull crap (as most commercials are). Sure you can be different (wasn't that Apple's advertising idea with the Think Different campaign?) but there's a reason everyone else is using an iPhone or iPad.

 

I don't think the driving force behind the commercial was that "hey we have colored phones", but more to make iPhones seem boring and average, and the Nokia is something new and exciting you should try... like dating a hot librarian who matches her tablet colors to her tight sweaters.

post #16 of 72
With Microsoft now owning Nokia's phone business you'd expect they'd quickly distance themselves from the Android-fork OS Nokia developed for their X phone. Surprisingly that answer is apparently "Nope". Microsoft will still use it on some future phones. 1bugeye.gif
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post #17 of 72
Why does an commercial always have to be in an nondescript Back-alley with nondescript music, this should be about state-of-the-art tecknology
post #18 of 72
Quote:
Originally Posted by Corrections View Post
 

 

Well you're kind of inventing all of that yourself. The article only points out the irony of Microsoft advertising color as if it's some unique feature in a black and white world, which is particularly tone deaf given that Apple has been incessantly promoting iPhone 5c as "for the colorful" for the last six months. It made more sense back in 2012 when Nokia first tried it.

So you can only advertise your unique selling points?  Well the iPhone 5C certainly wasn't the first colourful phone or smartphone, so where was your criticism of their incessant promotion of colour in the "for the colorful" advertising campaign?  Not unique, so tone deaf, right?

 

There's no irony.  MicroNokia are advertising colour as a feature of their device, and a part of that will also be allegory towards being different with a different kind of phone from everyone else has.  Both of those are true, and that's fine.  No news here.

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post #19 of 72
Interesting ad up until the end which threw the commercial pacing off...
But this seems more like a dig at android phones than apple.
post #20 of 72
I think the girl in the bar was using her Phablet! Looks like a size for the Samsung S6, a 13" touchscreen phablet. Because bigger is better!?!
post #21 of 72
Quote:
Originally Posted by kerryb View Post

Any company, in this case Microsoft should be embarrassed by this ad. A guy walking around with colors off the back of Ronald McDonald through a cool and "edgy" urban alley with hipsters in wool caps at every turn.... fire the ad agency or the executing the signed off on this one.

 

Agreed.

To me, this guys comes off as a smarmy *ouchebag without any sense of style or even irony.

Blech.

post #22 of 72
In Nokias defense, they've been doing the colorful thing for a while. I think before the iPhone 5c.
post #23 of 72

Lumia too complex to use ! (I am not wearing gloves all the time !)

There is more stupidity than hydrogen in the universe, and it has a longer shelf life.

Frank Zappa

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There is more stupidity than hydrogen in the universe, and it has a longer shelf life.

Frank Zappa

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post #24 of 72

I've got to say that I prefer Nokia's choice of design over Apple's choices with the iPhone 5c. Nokia have still got the second best industrial design team in my opinion.

post #25 of 72
Quote:
Originally Posted by Crowley View Post
 

So you can only advertise your unique selling points?  Well the iPhone 5C certainly wasn't the first colourful phone or smartphone, so where was your criticism of their incessant promotion of colour in the "for the colorful" advertising campaign?  Not unique, so tone deaf, right?

 

There's no irony.  MicroNokia are advertising colour as a feature of their device, and a part of that will also be allegory towards being different with a different kind of phone from everyone else has.  Both of those are true, and that's fine.  No news here.

 

Apart from some of Nokia's fans, Apple's use of color on the iPhone 5c had more associations with the company's own use of color on the previous year's iPod touch and in iPods over the previous decade. Apple sold colorful case holders for its iPhones for years. 

 

For Microsoft to start off with a commercial that only makes mention of color, at a time when color is strongly associated with iPhone 5c due to ubiquitous advertising, is the point here. Nokia never had a big business based on selling bright colors. It mostly sold cheap phones (ASP of around $40!) and tried to market its higher end Lumias as having nice cameras. That didn't work very well.

 

Nobody is saying Microsoft "can't" advertise colors. It's just not a very competent strategy for advertising itself as creative and original and breaking from the pack when all it can advertise is also having the predominate feature of the top selling middle tier phone it aspires to compete against.

post #26 of 72
Has anyone experienced pop up ads when clicking on stories or in an area where there is no link on this site?

I'd appreciate it if someone can respond. Thanks
post #27 of 72
Quote:
Originally Posted by Rogifan View Post

People say the 5C colors are ugly but I look at that first Nokia video and think the same thing.

They're not ugly.

Daniel Swanson

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post #28 of 72

This article has a really defensive tone for some reason. This ad is not an attack on Apple.

It is merely an expression of the uniqueness of Nokia Windows Phones.

If you're going to argue that colored phones are not unique, let me remind you that Nokia was making brightly colored phones long before the iPhone 5c was released. "Phones" being the operative word here. If anything, the 5c was a reaction to the Lumia than the other way around. Also, the colors are vey different, the 5c preferring paler pastel shades to the Lumia's candy colors.

 

Oh, and one more thing

 

Don't pretend the iPhone was the first phone with a fingerprint scanner or a voice assistant or a metal body. Apple just managed to get all these things right. Well, except for the voice-assistant thing. But anyway, Nokia just happened to get the colored plastic body right. So why don't you stop whining and let them have their miniscule victory

 

It's not even really an ad for the devices. It could be an ad proclaiming the partnership between Microsoft and Nokia

 

Or the drastic color difference could just be a tool to draw attention to the character. The title after all is "Not Like Everybody Else", not "For the Colorful"

 

Quote:
Originally Posted by AppleInsider View Post

wearing yellow earbuds attached to a brightly colored phone that could be mistaken for an iPhone 5c until it presents the Metro interface of Microsoft's Windows Phone.
 

Yeah, it looks EXACTLY like the 5c...

 

...unless you count the massive black circle on the back and the sharp corners and the color difference


Edited by Emes - 4/28/14 at 3:55pm
post #29 of 72
Quote:
Originally Posted by Hydrogen View Post
 

Lumia too complex to use ! (I am not wearing gloves all the time !)


...Are you saying you need to use gloves to use a Lumia?

 

Because...well that's just not true

 

At all

post #30 of 72
Quote:
Originally Posted by Gatorguy View Post

With Microsoft now owning Nokia's phone business you'd expect they'd quickly distance themselves from the Android-fork OS Nokia developed for their X phone. Surprisingly that answer is apparently "Nope". Microsoft will still use it on some future phones. 1bugeye.gif


Because it'll make more money? It sold out completely in China the day of release

 

I don't understand why you're so surprised.

 

Unlike Google, Microsoft was even fine with a Windows/Android hybrid, which just shows they're pretty open about their products

post #31 of 72
Quote:
Originally Posted by TheMacMan View Post

Has anyone experienced pop up ads when clicking on stories or in an area where there is no link on this site?

I'd appreciate it if someone can respond. Thanks

Yes, I have seen this on the iPad, which displays the full "desktop" version of the site. If I touch some empty region of the page and release before the iPad registers a long press or scroll, the touch is converted to a click and it opens some ad. If this is intentional, I find it vile, nasty web site etiquette. The kind of web programming that belongs on porn sites and link farms.

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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"Apple should pull the plug on the iPhone."

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post #32 of 72
Quote:
Originally Posted by Emes View Post


Unlike Google, Microsoft was even fine with a Windows/Android hybrid, which just shows they're pretty open about their products

Incorrect.

According to reports Microsoft was NOT fine with an Android/Windows hybrid.
http://www.pcworld.com/article/2108462/microsoft-and-google-arent-happy-with-mutant-android-windows-hybrids.html
http://arstechnica.com/gadgets/2014/03/google-and-microsoft-are-out-to-stop-dual-boot-windowsandroid-devices/
So now you better understand why I'm surprised.
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post #33 of 72

Bit of a 'Life of Brian' here, surely.

 

  

 

Also Microsoft missed a trick by not using Jimmy and the Boys' version instead of the original.

 

 

 

Then there was the bit where the guy drops the phone, which was not dissimilar to Virgin Atlantic's famous ad, or the Best Western spoof.

 


Edited by AnalogJack - 4/28/14 at 3:29pm
post #34 of 72
Quote:
Originally Posted by Crowley View Post

Nokia hands-free kits have had the microphone on the headphone cable since the late 90s.

Well, in that case Nokia pre-copied Apple... have they no shame!
Edited by Macky the Macky - 4/28/14 at 5:09pm
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #35 of 72
Quote:
Originally Posted by Emes View Post
 

This article has a really defensive tone for some reason. This ad is not an attack on Apple.

It is merely an expression of the uniqueness of Nokia Windows Phones.

If you're going to argue that colored phones are not unique, let me remind you that Nokia was making brightly colored phones long before the iPhone 5c was released. "Phones" being the operative word here. If anything, the 5c was a reaction to the Lumia than the other way around. Also, the colors are vey different, the 5c preferring paler pastel shades to the Lumia's candy colors.

 

Oh, and one more thing

 

Don't pretend the iPhone was the first phone with a fingerprint scanner or a voice assistant or a metal body. Apple just managed to get all these things right. 

 

This comment has a really defensive tone for some reason.

 

The original article acknowledges that Nokia was selling colored phones before Apple, and points out that Apple was touting colors in tech before it was even making phones.  

 

Nothing in the article said anything about Apple being the first to include a fingerprint sensor, and neither "metal" nor voice assistant were even mentioned. 

post #36 of 72
Quote:
Originally Posted by jungmark View Post

Wasn't the iPod's tag line "more colorful"?

Apple promoted using multiple colors back in 2008, I don't think it was linked with buyer personality though:



Nokia's early Lumia ads were really terrible, like Powerpoints and the same repeating stock background music:




Maybe they were running out of money back then. They changed tactic to promote the camera:




They had a couple of ads where everybody else used competing phones and tablets and were engaged in fighting while a couple of people had Lumia phones. At least they were honest about how many people had Lumia phones but they never focused on color. Consumers commented on the colors but again no link between colors and buyers. Apple's ad agency made the push for colors to relate to colorful people. This Nokia ad direction looks like a rip-off. It doesn't really matter if Nokia had colorful phones first, phones have had cameras before the Lumia. The marketing message is supposed to be unique. It doesn't surprise me though as the ads overall are terrible. Hopefully Microsoft/Nokia will keep using the same agency as they're doing a great job for Apple.
post #37 of 72
Quote:
Originally Posted by Chandra69 View Post
 

Not the days to hate Microsoft. These are the days to hate Google and embrace Microsoft.

/* But do not buy any Microsoft product. */

If the fight is between Apple and Microsoft - Apple is ours.

If the fight is between Google and Apple - Apple is ours.

If the fight is between MS and Google - MS is ours.

IF the fight is between Samsung and Google - Google is ours.

:) 

Anybody who chooses Microsoft over Google has as much flavor as a dirt sandwich.

Google and Apple are both amazing, innovative companies that are contributing to the better of humanity.

Microsoft is and always was a soul sucking leech that deserves to die. Watching it die slowly over the next decade will be quite entertaining.

Samsung makes good microwaves. 

post #38 of 72
Quote:
Originally Posted by Crowley View Post

Nokia have been doing colour on their smartphones well for a number of years now and Windows Phone uses colour from a system perspective a lot more coherently than iOS.  There's no scope for "Apple invented colour" here.

You are correct. What I find weird here is that Microsoft is running this ad as if no one else is doing color. Did anyone look out the window and go, "Hey, other people are making color phones -- we ARE like everybody else.

Microsoft was very late to the touch phone party, so they shouldn't advertise as if they are so out of touch with reality they think they are not like everybody else with a color phone.

Finally, it's dang near May on the calendar -- what are they doing showing the guy dressed for the dead of winter? Once more pointing out that Microsoft is running behind the times -- maybe that's the point of the song.

Tagline:

MICROSOFT — We may be your father's old computer company but our phones are a reminder of YOUR Fisher Price days!
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #39 of 72
Great advert, use a grey murky looking street set somewhere in the UK and have some man wearing colourful clothes, getting attention from a woman, because he is well-dressed/attractive. Don't bother showing us the phones. Owning a windows phone may not make you more attractive to the opposite sex, being fit, healthy and wearing clean and well styled clothing may make you more attractive.

I find it funny that Microsoft are using the angle of being unique as a selling point, the company that used to hold a monopoly in Desktop operating systems and "office productivity" software. It shows how little market share that they have in the post-PC era. Why not recreate their glory days and make their handsets beige with a blue screen.
post #40 of 72
Quote:
Originally Posted by Crowley View Post

So you can only advertise your unique selling points?  Well the iPhone 5C certainly wasn't the first colourful phone or smartphone, so where was your criticism of their incessant promotion of colour in the "for the colorful" advertising campaign?  Not unique, so tone deaf, right?

There's no irony.  MicroNokia are advertising colour as a feature of their device, and a part of that will also be allegory towards being different with a different kind of phone from everyone else has.  Both of those are true, and that's fine.  No news here.

What other cell phone companies were advertising color prior to the iPhone 5C? I don't recall any. This campaign should have been done a long time ago. If Nokia did, Apple probably wouldn't have done the 5C ads.

Oh and since the 5C was advertised as colorful, how can Nokia tout they're the only ones in a b&w world?
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