Nokia Corporation (ADR)(NYSE:NOK) is going all out to promote its Lumia range of smartphones and demean Apple Inc.(NASDAQ:AAPL) at the same time. A new ad has been released, which begins on a dull note depicting people queuing up to buy a black-colored device with the number 5 on the display. Suddenly the screen is splashed with colors and music is played. The ad ends with the catch line “This is Lumia”.
This is Nokia’s attempt to take a dig at the Apple iPhone 5 by projecting to users that it is boring as it is available only in black or white, whereas the Lumia phones come in vibrant and eye-catching colors. The approach is solid, but it is ultimately the performance and features of the smartphone that matter, not just the design or appearance.
Nevertheless, it is a commendable effort from Nokia that clearly issues a subtle warning to Apple that the former is ready to take them on. The Lumia 920 and Lumia 820 are the first smartphones from the Nokia stable to run on Windows Phone 8 by Microsoft. This is not the first time that Apple has been blatantly targeted by rivals. Previously, Samsung had released an extremely insulting advertisement that openly criticized Apple’s latest offering.