Nokia Lampoon Apple in New Ads
Nokia have launched a new Apple-mocking Lumia campaign after previously portraying iPhone users as zombies. The new series of ads lampoon the earlier set of promos released by Apple in April, which used the slogan “every day” to demonstrate just how important it saw iPhones to be to their owners’ lives. The new Nokia ads feature the line “every day more photos are taken with the iPhone than any other phone… but at Nokia we prefer to build for quality, not just quantity”. The ad itself is shot in a style which is highly reminiscent of Apple’s ad campaigns, with the music, scenes and narration being extremely similar. The ad ends with dialogue that claims that “every day, better photos are taken with Nokia Lumias than with any other mobile.”
A Brave Marketing Move?
Nokia have recently started to use the camera facilities on its phones as a potent marketing tool, emphasising their apparent superiority over other lens-based services offered by rival handsets. However, it’s said that Nokia have rarely attempted to take Apple on directly before, and some have described the move as brave considering the recent sales figures of the iPhone – which have dwarfed the relatively modest sales of the Nokia Lumia handsets.
No Reference to Rivals by Apple
Apple itself released another chapter in its series of “every day” ads this week, with the new commercial featuring the claim that “more people connect face-to-face on the iPhone than any other phone”. This new ad is centred upon the FaceTime video calling facility that is offered by iOS. Perhaps unsurprisingly, the ad makes no reference to any of Apple’s smartphone competitors. Nokia, who recently launched the Lumia 925, have built their recent phones around the Windows Phone operating systems which have been met with mixed reviews since their inception.