Microsoft Attacks Apple and Samsung at the Same Time

Attack ads seem to work when it comes to consumer tech.

Apple (NASDAQ: AAPL  ) saw its PC market share grow with the Vista-bashing "I'm a Mac" ads starring Justin Long and John Hodgman.

Samsung has been successfully firing away at Apple in recent years, promoting its smartphones by poking fun at the crowds gathering for iPhone rollouts.

Now Microsoft (NASDAQ: MSFT  ) and Nokia (NYSE: NOK  ) are returning the favor, unleashing a barrage of shots at both Apple and Samsung with the latest ad for the Lumia 920.

The humorous ad leaves no stone un-thrown as Samsung and iPhone owners battle it out at a wedding. Siri, NFC-based sharing, phone size, and autocorrect go from features to putdowns in the frenetic spot that culminates with a pair of Lumia owners as reception hall caterers wondering if folks would still be fighting if they knew about the Nokia Lumia.

The commercial's hilarious, even if everything it gains in levity and style points it loses in practicality.

  • Is Microsoft implying that Nokia's phone isn't something that folks would be passionate about?
  • What makes the Lumia 920 so special when it can't do a lot of the features being hurled as insults?
  • After decades of being the undisputed champ in PC operating systems, what's it like to be an underdog?

It's worth a shot, of course. If Samsung's Galaxy S series grew in acclaim by calling out iPhone buyers as iSheep, why can't Microsoft and Nokia try to kill the gold and silver medalists with a single ad?

This doesn't mean that Microsoft itself is the bronze medalist, but there's no harm in kicking Apple while it's down and trying to take jabs at Samsung just as its introducing the ballyhooed Galaxy S4.

BlackBerry (NASDAQ: BBRY  ) may be the biggest winner here. It didn't have to spend a penny to see Android and iOS devices disparaged by the Windows Phone cheerleader. If there is any fallout as iPhone and Samsung owners rethink their next upgrades, BlackBerry will be there to catch what it can.

Kudos to Microsoft for knowing that it has to take shots. It's just a shame that it doesn't have more to sell.


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Read/Post Comments (12) | Recommend This Article (1)

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  • Report this Comment On May 01, 2013, at 7:13 AM, RandomMeaning wrote:

    It's a funny ad but it sets up some unintended implications:

    1. Everyone, of all races and classes, has an iOS or Android device

    2. Except two rather boring and bored looking workers

    3. All of those people are passionate about features they apparently love

    4. Except the boring workers who don't seem to have any features in their phones except the camera. Which every smartphone has.

    In one regard, it's a great ad because it's a real attention grabber. On the down side, it seems to be promoting everyone except Nokia. It's a missed opportunity to show something distinctive. Apple would have shown that extended photo thing depicting a vast panorama of the action. Android would have done that new action clipping thing. What did Nokia do? Not a thing except look detached and bored.

    Who was this ad supposed to promote?

  • Report this Comment On May 01, 2013, at 7:21 AM, RandomMeaning wrote:


    I also noticed one of the Android guys bumping devices looks quite similar to a young, hipster Bill Gates! I wonder how they slipped that past Microsoft!

    At least Microsoft slipped in that "readers choice" thing at the end but the voice-over sounds rushed. Something they should have given a little more depth to.

  • Report this Comment On May 01, 2013, at 7:48 AM, jdmeck wrote:

    Very funny commercial, but way off base.

  • Report this Comment On May 01, 2013, at 7:52 AM, infektu wrote:

    It's funny how smartphones became "personal" faster than PCs.

    Too personal, even :-)

  • Report this Comment On May 01, 2013, at 7:58 AM, GnuRich wrote:

    Wow, a glint of humor. That's pretty good that MS can finally laugh while getting Scroogled and Scappled at the same time.

  • Report this Comment On May 01, 2013, at 8:25 AM, TIMNPAWC wrote:

    Very funny ad, makes us all smile as we all know and witness neurotic cell phone users every where we go. We didn't get to the name Crackberry without having earned it by spending a lot of time with our Blackberries and there are certainly a lot of iPhone-it es as well. Nokia seems to have some diehards as well. There doesn't seem to be ax many Android true believers even though there is more of the phones out there, same applies to Samsung.

  • Report this Comment On May 01, 2013, at 9:05 AM, PhillipDeCooch wrote:

    At least the commercial didn't have a bunch of idiots bouncing around clicking their tablets together...

  • Report this Comment On May 01, 2013, at 10:06 AM, eldernorm wrote:

    "Engaget's smart phone of the year".... well, that should help kill the phone!!! LOL

  • Report this Comment On May 01, 2013, at 10:51 AM, lilwally98 wrote:

    Wondering what the author means by "•What makes the Lumia 920 so special when it can't do a lot of the features being hurled as insults?" My understanding is the 920 can do pretty much anything the iPhone or Galaxy can do. In fact with the camera, even better. That's my issue with iPhone and Android users is they think their phones are cutting edge and Windows Phone is not. Very much untrue. Time to actually try a Windows Phone and see for yourself!

  • Report this Comment On May 01, 2013, at 4:24 PM, afamiii wrote:

    Nokia (and Microsoft) have still not learned the first thing about advertising. This will do nothing for sales. Doesn't even answer the question 'Why switch?'

  • Report this Comment On May 02, 2013, at 12:21 AM, BlackberryIsKing wrote:

    Apple is done. Stick a fork in them. Blackberry is the future. Long Blackberry.

  • Report this Comment On May 02, 2013, at 12:22 AM, BlackberryIsKing wrote:

    Plus the Lumia phones are crap. Other than a good camera, they have nothing. The BB10 OS is the future. Long Blackberry.

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