Microsoft has sent a strong signal to HTC by including its forthcoming Mondrian Windows Phone 7 smartphone in what appears to be the first of a series of TV adverts.
Windows Phone 7 devices are set to flood the market, as stand alone, on PAYG and on pay monthly, as from the 21st of October in the UK and possibly later in the US.
The two adverts that have been released depict everyday people in everyday situation and are a departure from previous HTC smartphone adverts that put the phone at the centre of the user's world.
In Microsoft's ads, the user is the main object of attention and the Windows Phone 7-based smartphone is merely an accessory or an aid.
As rethink wireless puts it nicely, the crux of the message Microsoft wants to convey is "Less stop and stare, more glance and go".
Microsot has already committed more than $400 million to reconquer the smartphone market which means that a sustained campaign can be expected across Microsoft's online properties (Bing, MSN etc) as well as other traditional media.
As for the phone itself, previous rumours have suggested that it will come with a 4.3-inch WVGA capacitive touchscreen, a 5-megapixel camera with HD recording, a 1.3GHz Qualcomm Snapdragon SoC and the usual array of features one can expect from a superphone.
It is interesting to note though that the advert that have appeared show a device without HTC's own Sense UI.