Last week Microsoft officially took over Nokia’s smartphone business in a multi-billion dollar deal, and now we’re seeing our first commercial for the newly-formed Microsoft Mobile division. The short ad underscores the company’s underdog status in the market compared to Apple and Google, and features the song “I’m Not Like Everybody Else” by The Kinks.
The new commercial, which shows off the Lumia 1020 smartphone and the Lumia 2520 tablet, was actually posted to YouTube by Nokia rather than Microsoft. The ad seems timed to follow last week’s merger, though, which put roughly 90 percent of all Windows Phone devices under Microsoft’s direct control. It’s also worth noting that the Redmond company still hasn’t decided on an official name for the new division. Microsoft Mobile is reportedly just a placeholder.
The ad itself takes place in a black-and-white world where only Windows Phone-users are shown in color. It’s a clever concept, playing off the idea that Microsoft offers a unique mobile experience compared to iOS and Android, which have grown increasingly similar over the past few years. Windows Phone still faces plenty of obstacles, however, including a lack of apps compared to the competition and the new challenge of running its own smartphone business.