Nokia Parodies Apple Commercial to Tout Lumia 925 Photos

| Editorial

Nokia has released a new commercial called "Better Photos Every Day," an ad that mocks Apple's claims that more pictures are taken on the iPhone every day by saying better pictures are taken with the Nokia Lumia 925. The commercial uses similar presentation as Apple's "Photos Every Day" spot, and offers side by side comparisons of images that show off the camera on the Lumia 925.

The commercial:

If you're curious, here's Apple's ad:

Photos are a big deal on mobile phones, especially the iPhone. The enormous success of Instagram, for instance, played a role in the growth of the iPhone itself. Even after years of Android devices outselling Apple's iPhone, more photos get taken and uploaded to all manner of social networking and photo sharing services from the iPhone than on other devices.

Enter Nokia's 900 line of Windows Phone devices. Nokia has made major investments in the quality of the optics and onboard software features relating to the camera, particularly on the Lumia 920 and Lumia 925.

Indeed, with the Lumia 925, the first features listed by Nokia are, "8.7 Megapixel PureView camera with six Carl Zeiss lenses." The device also takes great low-light photos, has a dual LED flash, and features advanced photo-taking features built into the camera app.

As ads go, Nokia's new spot isn't bad. The photo comparisons are compelling, and the message that you can take better photos with the Nokia 925 is crystal clear. In fact, this spot stands head and shoulders over any ad for Windows Phone smartphones or Windows 8 tablets put out by Microsoft.

Lumia 925 Still

A Still from Nokia's Spot

Of course, the ad starts by repeating and confirming Apple's claim that more photos are taken by the iPhone. It also recreates several specific scenes used in Apple's ad, but with the Lumia 925 instead of the iPhone.

It's risky using the competitor to position your product, but for Nokia, doing so may be a far better option than using Windows Phone to position it.

To that end, Windows Phone isn't mentioned in the spot. Imagine that.

[Via MacRumors]

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8 Comments Leave Your Own

Jamie

A friend of mine has one, and he was showing it to me recently. It’s true, the photo functionality on them is pretty slick - Apple definitely needs to stay on its toes, they won’t have the app advantage forever.

He’s a younger fellow and when I asked him why he switched from his iPhone, he said, ‘Because they’re the underdog.’ I never thought Microsoft and underdog would ever be uttered in the same breath! wink

Come on, Apple: give us something awesome!

Jeff Daly

The best iPhone ads are the ones that focus on one thing only.  They do show the Windows Phone camera app, but this add is about photography.  Plus, if they are also prepping for battles with HTC and Samsung, so if I was them, I’d only focus on my brand’s differentiating feature.  Windows Phone features should be marketed by Microsoft.

mjtomlin

Nokia’s biggest competitor is Samsung, not Apple. The fact that every device maker singles out Apple is a sign that Apple is still the top dog in every market their in.

The camera in the iPhone 5 is far and away better than any other camera in its class (8 megapixels) and then some. Apple’s ability to pull higher quality images from a much less denser image sensor is a testament to their ingenuity.

Slapping a higher density sensor into your device and calling it better is anything but innovative (as Samsung’s phones have shown the world). Nokia has always had excellent cameras in their phones… Maybe they should drop the phone part and just make cameras, since they’ve almost completely ruined their phone business.

ctopher

The biggest revelation to me is that it’s pronounced “NA-Kia” and not “NO-Kia” (or is it just noisy in my cube farm?)

mrmwebmax

+

Looking at the still, I can’t help but notice that the Nokia shot was taken with more blue sky, less clouds, and plenty of bright sunshine. Notice how the skateboarder casts a shadow. Now look at the iPhone shot: There are a LOT more clouds, no blue sky, no bright sunshine, and the skateboarder is not casting a shadow. Not exactly an apples to apples comparison….

Lee Dronick

There is also the factor of the photographer. A good one can take an award winning photo with a low end camera, and a low end photographer can take a bad photo with the best camera.

mrmwebmax

+

Good point, Lee. The only way to do a true side-by-side would be in a studio, under controlled lighting conditions, with both phones on tripods.

1stplacemacuser

Remember that old commercial, “It’s as good as a Xerox!”

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