First Microsoft ad for acquired Nokia division touts not being 'like everybody else'

Microsoft has released the first ad for the mobile division it just acquired from Nokia, highlighting the unique design and color of its smartphones.

The ad, seen here, shows a man walking down a street in colorful attire as passersby are struck by his Lumia smartphone's appearance. Nokia's name or logo aren't seen anywhere in the ad, which is titled "Not Like Everybody Else," possibly hinting that Microsoft may get rid of the brand sooner rather than later. Microsoft has the option to brand entry-level mobile phones under Nokia's name for up to 10 years, while it licensed the brand for smartphones "for some time," according to a Microsoft statement.

Nokia's Lumia 2550 tablet is seen at the end of the ad, which could indicate it won't be scrapped anytime soon in favor of the Surface line, as some had theorized.

Notably, Microsoft released the ad on Nokia's YouTube account and not its own. As part of the terms of their transaction, Microsoft will operate Nokia's website and social media accounts for up to a year.

The full extent of Nokia's former Devices and Services division becoming integrated into Microsoft isn't expected to be seen for anywhere from a year to two years, as the company works out decisions on branding. The division is now known as Microsoft Mobile for legal purposes, but it's still not clear if it will receive a new brand name going forward. Microsoft's smartphones will likely be seen under the Nokia brand until a choice is made.

Source: Nokia (YouTube) via The Verge

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37 Comments

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Very weak on the product - he wasn't even holding the phone when people were staring. Typeface isn't Microsoft's I don't think?

As an iPhone user I still can't get over the size of that handset!

Still, better than most Microsoft ads, that's for sure.

Android is THE one not "like everybody" else because it's open and infinitely customizable, can be forked. Rest of them are "simplified" mediocre ecosystems.

And plagued with malware and OS fragmentation and bloatware. iOS and Android are also very similar in terms of UI design, whereas Windows dares to be different. So, not like everybody is in fact correct.

j2006 said,
And plagued with malware and OS fragmentation and bloatware. iOS and Android are also very similar in terms of UI design, whereas Windows dares to be different. So, not like everybody is in fact correct.

The fragmentation / upgrades is the #1 reason I've never considered an Android phone.

It's amusing, as Microsoft is basically admitting that Nokia phones are incredibly uncommon. Further, if this advert is successful it is self-defeating, as then everybody would have a Nokia phone and they therefore wouldn't be different.

theyarecomingforyou said,
It's amusing, as Microsoft is basically admitting that Nokia phones are incredibly uncommon.

The ad (like any other ad) is thus encouraging viewers to seek them out.

theyarecomingforyou said,

Further, if this advert is successful it is self-defeating, as then everybody would have a Nokia phone and they therefore wouldn't be different.

I'm sure that's a problem they'd love to have.

It's not really an ad... it's just a fun online teaser of things to come now that they're part of the Microsoft family and dare to stand out amongst the crowd.

Also, you obviously don't understand how dominating the Nokia brand is in European and Asian markets.

Edited by j2006, Apr 28 2014, 4:48pm :

theyarecomingforyou said,
It's amusing, as Microsoft is basically admitting that Nokia phones are incredibly uncommon. Further, if this advert is successful it is self-defeating, as then everybody would have a Nokia phone and they therefore wouldn't be different.

Or is it that other products are just dull and popularity or lack thereof isn't the message.

You obviously don't understand the point of online teasers and videos. They don't always serve the same purpose as TV ads.

CJEric said,

Are you sure about that?

That was the original deal but only for Asha (dumbphones) series.

Now they have announced MS can use Nokia brand for Lumia (smartphone), Asha (dumbphone) and X (crapphone) series for *some time*.

Whether this *some time* is 10 years or not, we do not know.

Keep in mind that Nokia can re-enter phone business on 2016. If MS has the right to use Nokia for 10 years, what is Nokia going to use if they do re-enter? So it can very well be less than two years.

CJEric said,

Are you sure about that?

Rephrased the sentence, as it was inaccurate as it was written. Microsoft licensed the Nokia name for 10 years for entry-level mobile phones, but we don't know how long it is for smartphones except for "some time," according to a Microsoft statement.

Anthony Tosie said,

Rephrased the sentence, as it was inaccurate as it was written. Microsoft licensed the Nokia name for 10 years for entry-level mobile phones, but we don't know how long it is for smartphones except for "some time," according to a Microsoft statement.

I think we are not even sure if that 10 years deal stands. The latest statement from them included lumia, asha and x AND *some time* together.

Crimson Rain said,

I think we are not even sure if that 10 years deal stands. The latest statement from them included lumia, asha and x AND *some time* together.

Indeed, and now Elop reiterated" for some time" and later added"not for long".

Crimson Rain said,

I think we are not even sure if that 10 years deal stands. The latest statement from them included lumia, asha and x AND *some time* together.

We've already known it would be licensed for smartphones, we just didn't know for how long and still don't know.

The 10-year license isn't for Lumia or Asha phones -- Microsoft owns those brand names, but using the Nokia name with them wasn't part of the 10-year agreement. Again, we don't know how long it can use Nokia with those brands, but it is for "some time." Don't expect Microsoft to actually keep using the Nokia name for a long time, however.

Anthony Tosie said,

We've already known it would be licensed for smartphones, we just didn't know for how long and still don't know.

The 10-year license isn't for Lumia or Asha phones -- Microsoft owns those brand names, but using the Nokia name with them wasn't part of the 10-year agreement. Again, we don't know how long it can use Nokia with those brands, but it is for "some time." Don't expect Microsoft to actually keep using the Nokia name for a long time, however.


I know MS owns Lumia/Asha/X brands now. I meant using Nokia brand along with those brands. For that, initially it was suppose to be only for Asha (10 years).

Now they said it is *some time* for Lumia, Asha and X. So it is still not clear whether they simply added Nokia + Lumia/X in the deal or they modified (shortened) the duration of Nokia + Asha and included Nokia + Lumia/X in the deal.

Anyways, according to the leaker Nawzil, it is 18 months for Lumia and 10 years for Asha and X.

Crimson Rain said,

I know MS owns Lumia/Asha/X brands now. I meant using Nokia brand along with those brands. For that, initially it was suppose to be only for Asha (10 years).

Now they said it is *some time* for Lumia, Asha and X. So it is still not clear whether they simply added Nokia + Lumia/X in the deal or they modified (shortened) the duration of Nokia + Asha and included Nokia + Lumia/X in the deal.

Anyways, according to the leaker Nawzil, it is 18 months for Lumia and 10 years for Asha and X.


Using the Nokia brand with the Lumia devices for a certain time frame has been part of the deal since it was announced. We just didn't know the timeframe then and still don't know it now.

Any potential licensing change was not mentioned when Nokia announced the other changes to the deal, including employees transferring over and two plants not transferring.

Anthony Tosie said,

Using the Nokia brand with the Lumia devices for a certain time frame has been part of the deal since it was announced. We just didn't know the timeframe then and still don't know it now.

Can you provide a source for it? I usually keep a close eye on these things but I must have missed it :(

Thanks.