Lovely commercial, but is the Windows Phone really interested in getting you “back to life?”
November 17, 2010
The glossy new 60-second TV commercial for the Window’s Phone is a gorgeous piece of filmmaking. Great acting. Great directing. Great pacing. Great music. The copy sounds great, too: “It’s time for a phone to save us from our phones. New Windows Phone. Designed to get you in and out and back to life.”
Numerous vignettes depict painfully true scenarios of people staring into their Blackberries and Iphones while ignoring real life. My favorite (and there are many good ones) is of a bride texting at her very own wedding as her father walks her down the aisle. In all, the campaign is a very revealing portrait of our mobile culture. We multi-task therefore we miss out on “ real life.”
Unfortunately, the reasoning has a fatal flaw. A new piece of hardware or sizzling software isn’t going to change people’s behavior one iota. If anything, the Windows Phone will only make it worse. The fact that you can now get to your apps faster does not mean you will get done with them faster. That’s not what will happen and you know it. Instead of getting you somewhere quicker, a faster car on a faster track means you’ll only try and go farther.
The strategy for this lovely film is flawed because it doesn’t take into account the real motivation behind our obsession with smart phones. We want to be on them. We prefer being on them. Even when Sally’s so-called “real life” gets interesting (a date for example), it’s already happening to her. That fish is in the boat. Therefore, she needs to be working on the next date or checking in with her GF’s at the party. And so on. Right or wrong, that’s what people do.
Bottom line: If we spend too much time on our devices, the solution is not another device. For me selling the Window’s Phone this way is, at best, wishful thinking. However, it might not even matter, for any significant change or upgrade in technology will result in new sales, regardless of how it’s advertised. Just as likely is the chance Windows Phone is only feigning empathy for “quality time,” a rope-a-dope advertisers have been employing for years.