“Don’t fight. Switch” is a fun Windows Phone ad–will it help?

By Kip Kniskern | Posted April 29, 2013 20 comments

Microsoft just released a new ad for Windows Phones, one that takes a light-hearted look at the battle playing out between Samsung/Android and Apple iPhone users, with Windows Phone shown as perhaps a saner alternative.

The ad campaign plays off what’s apparently a new slogan for Windows Phone:

dontfightswitch

… which in turn is a play on one of the most famous taglines of the “Mad Men” era of cigarette advertising, American Tobacco Company’s “Us Tareyton smokers would rather fight than switch!”.  That campaign, which pushed Tareyton cigarettes into top 10 sales for a time, played on users that didn’t follow the crowd, and aimed to “create a sense of loyalty” among users.

The new Windows Phone ad shows a wedding in progress (the scene at the beginning where everyone in the room raises their phones to capture the event is priceless!), which quickly turns into an Apple vs. Android brawl, with two Windows Phone using caterers looking on in bemusement:

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A quick look over at WindowsPhone.com shows that the ad, and the campaign (with its #timetoswitch hashtag) are already featured prominently, along with a head to head comparison between the Nokia Lumia 920, the Samsung Gallery S III, and the iPhone 5 (that turns out to be long on Nokia Lumia features and short on any actual comparisons with the other phones).

Microsoft is creating a bit of a buzz, finally, with the new ad.  This time, unlike with Bing’s “Scroogled” campaign, the buzz seems to be almost entirely positive, as it is indeed a fun little ad.  Now to see if it actually sells some phones.

Posted April 29th, 2013 at 9:48 am
Category: Mobile
Tags: Advertising, Windows Phone
  • http://doctorwhofan98.wordpress.com/ doctorwhofan98

    Great ad, though it seems to show more features of the iPhone (Siri) and Galaxy lineup (NFC) than it does Windows Phone features. And surely the head to head comparison site should show the GS4 rather than the outdated GS3?

    • http://twitter.com/kasitechead Kojo Amoasi

      You have to remember that Microsoft and Samsung are partners, and most people haven’t seen a S4. True point about the features however!

  • http://alexsimkin.tumblr.com/ Alex Simkin

    Great ad, though it seems to show more features of the iPhone (Siri) and Galaxy lineup (NFC) than it does Windows Phone features. And surely the head to head comparison site should show the GS4 rather than the outdated GS3?

    • Siliconsub

      You have to remember that Microsoft and Samsung are partners, and most people haven’t seen a S4. True point about the features however!

  • http://twitter.com/surilamin surilamin

    Great ad. The problem with Microsoft is that they do not run long ad campaigns in the right places. I saw the same Samsung galaxy and Verizon android ads for months on tv. Microsoft generally does short blitzes and the general population then forgets.

  • http://twitter.com/surilamin surilamin

    Great ad. The problem with Microsoft is that they do not run long ad campaigns in the right places. I saw the same Samsung galaxy and Verizon android ads for months on tv. Microsoft generally does short blitzes and the general population then forgets.

  • AdTrotsky

    It could be seen as a great ad campaign, but unfortunately many of us are old enough to remember the ad campaign it is a rip-off of – back in the 70s a brand of cigarettes called Tareyton (i’m not making that up) was sold with the tagline “Us Tareyton smokers would rather fight than switch.”

    • http://www.LiveSide.net Kip Kniskern – LiveSide.net

      Thanks for reading the post ;)!

  • AdTrotsky

    It could be seen as a great ad campaign, but unfortunately many of us are old enough to remember the ad campaign it is a rip-off of – back in the 70s a brand of cigarettes called Tareyton (i’m not making that up) was sold with the tagline “Us Tareyton smokers would rather fight than switch.”

    • http://www.LiveSide.net Kip Kniskern – LiveSide.net

      Thanks for reading the post ;)!

  • http://emanuel-alves.com/ Emanuel Alves

    The ad is awesome! I laughed so hard! :D

  • http://emanuel-alves.com/ Emanuel Alves

    The ad is awesome! I laughed so hard! :D

  • darlaj

    It’s not about the features. It makes fun of the craziness of the iPhone- Galaxy fandoms and sets Nokia/Windows above the childishness. Most of all, attempts to redefine the battle to make the poorly performing Lumia part of the conversation. It’s brilliant. Reminds me of the Avis, We Try Harder campaign.

  • darlaj

    It’s not about the features. It makes fun of the craziness of the iPhone- Galaxy fandoms and sets Nokia/Windows above the childishness. Most of all, attempts to redefine the battle to make the poorly performing Lumia part of the conversation. It’s brilliant. Reminds me of the Avis, We Try Harder campaign.

  • Mmmm

    This ad is targeted rather well for a very common scenario: people who are buying their first smartphone.

    When a normal person walks into a store, there will always be one or a few tech savvy friends fighting over features to lure them to Apple or Samsung, and that is usually highly annoying for someone who doesn’t care much but just want something that works. And this ad will make them go check out Nokia’s offerings in the phone store.

    • Michael Edwards

      I’ve never thought of it that way. Your probably right.

  • Mmmm

    This ad is targeted rather well for a very common scenario: people who are buying their first smartphone.

    When a normal person walks into a store, there will always be one or a few tech savvy friends fighting over features to lure them to Apple or Samsung, and that is usually highly annoying for someone who doesn’t care much but just want something that works. And this ad will make them go check out Nokia’s offerings in the phone store.

    • Michael Edwards

      I’ve never thought of it that way. Your probably right.

  • Jason

    LMAO!!!! I love this!

  • Jason

    LMAO!!!! I love this!