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Nokia Lumia's launch ad: A celebration of weird

To launch its new Windows Phone Lumia, Nokia chooses to be very slightly un-Nokia. Which is surely a start.

I've lived with several Nokia phones.

My last appeared to be perfect at first: loving, caring, cute, and even efficient. Then, one day, I realized that my Nokia love had changed. She'd ceased to participate in the relationship, and when I went out to find a replacement, there seemed to be a dearth of, well, Nokias.

I have since discovered that the company was merely working on new Windowsy phones that might make for even more understanding, lively companions. Ones that could dance, sing the Bee Gees' "More Than A Woman," cook, and hug me tightly, I hoped.

The first of these new ones is called Lumia. And I have discovered that Nokia is already advertising it over there in that Europe place.

I tried not to be concerned that Lumia might be an obscure Spanish word for prostitute.

I tried to get excited about the Lumia, even though I am somewhat cynical about the way phones treat me. They always love me at the beginning and then they get moody, petulant, and self-centered.

So when I set eyes on this new Lumia advert, I wondered what form of persuasion Nokia might use. As it turns out, yes, it is yet another ad with lots of vignettes of nice young people leading lives of extreme fun-- with not a joint or a rolled-up $20 note in sight.

However, these young people at least appear to have some imagination. They want to look at life differently. They want to celebrate the essence of human weirdness. They want their lives to be, sigh, amazing every day.

This is, at least, a noble, if unrealistic desire. Rather like trying to buy a Lumia here in the U.S.

But given that Nokia's advertising seems to have, in the past, been targeted at the recently deceased, this is at least an attempt at what some might define as relevance and what I might define as not entirely stinky.

For that, at least, I am grateful. It gives me hope that Nokia and I can somehow, somewhere get it together again and create a lasting relationship. Or at least an amazing day or two.