Nokia: we took "appropriate action" with Lumia 920 fake video

Earlier this week, Nokia announced that it would conduct an independent ethics investigation into the Lumia 920 marketing video that was first shown last week at Nokia's press event for the upcoming smartphone.

As we have reported before, the video, which attempted to demo the PureView optical image stabilization (OIS) feature of the smartphone, was quickly discovered to have been made without the actual Lumia 920 hardware. The video also included stills that were determined to not have come from the Lumia 920. Nokia quickly apologized, stating that they meant to label the video as a simulation of the OIS feature.

Today, the Wall Street Journal reports that according to an email statement from Nokia, "We concluded the internal investigation, and our findings confirm that poor judgment was exercised in the use of the materials. As a result, we have taken appropriate action." Nokia would not comment on what it meant by "appropriate action".

This will likely close the official probe into the video, but the PR damage done to Nokia might continue for some time. In the meantime, the company has still not yet revealed when the Nokia 920 will launch or how much it will cost.

Source: Wall Street Journal

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25 Comments

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Appropriate action = "Guys... Just wanna say... GREAT JOB! Media was buzzing because it was all planned. You all get promotions and free Lumias. Let's do something crazier next time."

Hey, I'm probably wrong but any PR is good PR. The phones were vindicated in tests anyway. I just wouldn't be shocked if it were staged. I love a good conspiracy theory!

I am all for it, that when I would use the PureView camera, a van full of professional photographers and film crew pop up, and film what I aim at.

ahhell said,

Oh come on!! No one in their right ****ing mind would think that commercial represents "real life".

Her touching the screen certainly suggests touchscreen. If you can't see that...

ahhell said,

Oh come on!! No one in their right ****ing mind would think that commercial represents "real life".

I don't know about that. Have you ever took LSD and listen to music on a Zune? Was very realistic like the commercial! LOL

I don't understand the point of the video...

It's a video talking about Nokia PureView, which is an idea and refers to "a good camera" and not anything specific. So the video isn't even talking about the Lumia 920.

The video isn't even showing what the Lumia 920 will be like, it's simply showing that an arbitrary "pure view" camera with image stabilization looks good.

It's a known fact that a $10,000 camera with image stabilization > the same $10,000 camera without image stabilization... pointless video is pointless?

ObiWanToby said,
Is this really a big deal?

They could leave it without response or comments, actually. So I think it's not a big deal if they responded honestly and what's more important - there were actual tests which show that technology really is as good as advertised, at least way better than current competition.

I should not have happened.
I know why it happened, the software was not ready. If the software was not ready then they should not have faked it like they did.

A smart company can pull this off, obviously NOKIA are not that smart. It was a huge fail to have that reflection in the faked footage. NOKIA needs to be taken seriously, especially now.

@Breach, drifting into oblivion is right.

derekaw said,
I should not have happened.
I know why it happened, the software was not ready. If the software was not ready then they should not have faked it like they did.

A smart company can pull this off, obviously NOKIA are not that smart. It was a huge fail to have that reflection in the faked footage. NOKIA needs to be taken seriously, especially now.

@Breach, drifting into oblivion is right.

The ad agency Nokia hired faked it, not Nokia. That's why they launched the investigation. They were not happy when they found out about this.

Shane Nokes said,

The ad agency Nokia hired faked it, not Nokia. That's why they launched the investigation. They were not happy when they found out about this.

You're right that it's their ad agency that put the video together, but someone at Nokia's brand/marketing team would have had to review / sign off on it.

I work in the ad-agency world, and I can tell you that it would be near impossible for Nokia to have been oblivious to the fact that they were using non-Lumia devices to shoot the ad.

To me, it sounds like the lead time to create the ad were far too long for the actual hardware/software to be ready, so some marketing director made the decision to simulate the video instead. All speculation of course... but I pretty much see crazy decisions like this everyday (from both client/agency).

With my contract being up for renewal and the iphone 5 reveal being a bit of a downer, I think I'll get the lumia 920 in red as my next phone.
The thing literally looks like a little piece of heaven.

Breach said,
Time-wise, it's their last chance really before drifting off into oblivion.

dunno, somehow I see Apple drifting into oblivion instead. when Jobs died everyone started to be skeptical about company's future and underwhelming iPhone 5 make things even worse.

Breach said,
Time-wise, it's their last chance really before drifting off into oblivion.

I just don't see that. As long as MS is holding their hand like they did with another tech company a while back *cough* then I think they'll keep plugging away. The 920 is a great looking device and I think they'll be ok in the longrun.

True, I just hope they get into the tablet business.

laserfloyd said,

I just don't see that. As long as MS is holding their hand like they did with another tech company a while back *cough* then I think they'll keep plugging away. The 920 is a great looking device and I think they'll be ok in the longrun.

x.iso said,

dunno, somehow I see Apple drifting into oblivion instead. when Jobs died everyone started to be skeptical about company's future and underwhelming iPhone 5 make things even worse.

/face-palm

Septimus said,

/face-palm


we're talking about masses here, I understand that Steve might have not anything to do with technology behind Apple products.