So the Windows 7 Phone is here, which means there’s a new 9-figure advertising blitz designed to differentiate Microsoft’s offering in a product category that was revolutionized by Apple 3 years ago. Welcome to the party, Redmond.
Hmmm. I guess the spin is: “Smartphones have become too distracting, which has decreased our quality of life. Windows Phone 7…phones…allow people to use their smartphones as tools, freeing them to enjoy life more.”
Or maybe: “Because Microsoft waited 3 years to release a smartphone, all the intellectual property has already been trademarked, so they can’t copy something that looks nice like they did with the Mac. No developers have an interest in their platform, so they don’t have any apps. Windows Phone 7 offers a smartphone experience that let’s you get in, get out and “be here now” because you’re not going to have anything to keep you interested in the phone.”
They’ve even managed to co-op some annoying catchphrases from pop culture (how many times do you have to hear “Really?” before you want to start jamming sharp things into squishy places?) and self-help (“Be Here Now”) phenomena. Good to see that photocopier still works for advertising.