Can a little humor improve Microsoft’s fortunes in the U.S. smartphone market?
The company just released this preview of a new ad that attempts to differentiate Windows Phone from Apple and Samsung by poking fun at stereotypical users of the leading smartphones. The ad shows the guests at a wedding getting into an all-out fight over their phones, as the servers stand by, serenely using their Nokia Lumia 920 Windows Phones in the middle of the fray.
This is a classic challenger’s advertising strategy, as Microsoft explicitly refers to the competing devices in an effort to differentiate its own product. The company is trying to become the clear No. 3 vs. iOS and Android, as BlackBerry attempts to make a resurgence of its own.