The campaign for Microsoft Windows Phone (features Samsung Focus) : In my opinion, it is truly the king of ironies – projecting a message which was contrary to the core offering itself !! Watch the commercial here before I talk more about it.
Let me take a timeframe-based approach to analyse the ad:
> First 35-odd seconds: Show how people today are completely addicted to cellphones, almost as if it is an extension of their arms (Now this is a fact, everyone knows it, everyone also realizes that it is not healthy, but everyone still continues because it is almost a basic necessity)
Given that I knew this was a cellphone ad that I was watching, my first interpretation was that the ad showcased people addicted to this great new phone ! Alas, how I hope that had been the case !!
> Next 20-odd seconds: The addiction has gotten to dangerous levels. (the visuals here are very easily recognizable as too much exaggeration – unreal)
> Last 10-odd seconds: Windows Phone is shown as the savior from this addiction! How? – no idea! (perhaps this was to create a buzz, but I see no signs of a completion ad to the buzz !!)
How a product can counter addiction to the same category it operates in has left me dumbfounded! And do the ad makers really believe that people would go ahead to buy this phone to cure themselves of an ‘addiction’ ?
The only attractive thing about the ad seems to be that it has a relatively catchy background tune, and some humorous situations to smile at. But given that people won’t recall and connect it to the ‘Windows Phone’ it really doesn’t make a lot of sense.