Any good smartphone fan has likely had an argument over which mobile OS is best, but there's a good chance that those fights focused on the dominant players: Android vs. iOS.
In its latest commercial above Microsoft is positioning Windows Phone as the more civilised choice. No need to argue; just switch.
The spot opens on a wedding, during which every guest lifts up their phones to take pictures and video of the bride and groom the second their vows begin.
One bespectacled guest stands up to take a photo with a Samsung phablet, prompting an iPhone-toting guest behind him to demand that he move his "enormous phone." Bespectacled guy's friend looks over and retorts, "You mean the enormously awesome Galaxy?" as the two friends give each other an NFC-enhanced high five.
An older woman then chimes in by using Siri to search for a "one trick pony" while another man says aloud, "Aren't you a little young to have an iPhone?" From that point on it's all downhill, as guests kick and punch over whose phone is better, with one-liners such as "Is there an app for that?" and "Search karate!"
Meanwhile, two caterers are calmly using their Nokia Lumia 920s to videotape the entire thing, one asking the other "Do you think that if they knew about the Nokia Lumia, they'd stop fighting all the time?" The other caterer suggests that "they like fighting," as a man rips his shirt open to reveal a tattoo of the Apple logo. The commercial than switches over to a blue screen that reads, "Don't fight. Switch."
In the real world, those who try Windows Phone tend to love it. But it can be difficult to tear people away from their iPhone or Android device, particularly because of the lack of apps on Windows Phone compared to iOS and Android.
According to the Windows Phone blog, Microsoft wants to highlight that there are other choices in smartphones; "iPhone and Android aren't the only — or even best — options out there for all smartphone buyers," it said.
Earlier this month, Kantar Worldpanel found that the Nokia Lumia helped boost Windows Phone sales in the US, pushing Microsoft's mobile operating system to 4.1 per cent of the U.S. smartphone market, up from 2.7 per cent this time last year. During a recent earnings call, Nokia said that sold 5.6 million Lumia devices worldwide during the first quarter, up 27 per cent from the previous quarter.
Meanwhile, this isn't the first time mockery has been used as a form of advertising. Samsung has been known to poke fun at the iPhone. Last year it ran a newspaper ad with a picture of the Galaxy S3 and the new iPhone 5 with the tagline "It doesn't take a genius." The year before, Samsung targeted Apple in its TV ad that mocked fanboys who waited in line for the new iPhone.