NEW YORK — Here is the first Windows Phone 7 ad from Microsoft.
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The company’s tagline is “Be here now.” As in, stop looking at your phone and start living your life. The Windows Phone, the ads say, will get your info to you faster so you spend less time staring at the screen.
One ad shows a street scene of people all staring at their phones, set to the song “Season of the Witch” by Donovan. Another comic ad asks “Really?” and shows people ignoring the world around them. The topper is when a man reaches into a urinal to retrieve his phone.
“There are many moments when people would rather get back to world around them,” said David Webster, chief strategy officer for Microsoft’s central marketing. “We wanted to zero in on that cultural insight and connect the dots on what we see as epidemic of bad phone behavior, and make assertion that right phone can help you get that under control.”
The ads echo the theme of Microsoft’s Bing ads on search overload and makes fun of link overload.
The ads are zagging from the competition’s marketing. iPhone ads emphasize that the device has lots and lots of apps. Android ads hammer the theme the phone is as efficient as a robot.
Microsoft will also be launching a social media campaign called “Really?” asking people to send in photos of bad phone behavior.
Microsoft declined to say how much it will spend to promote Windows Phone 7, although reports have speculated Microsoft may spend as much as half a billion dollars. The ads will start circulating on the Web this month and on television in the U.S. at the end of the month.