Nokia’s official YouTube Channel has uploaded a new ad for the Nokia Lumia 925. The video compares the quality of photos taken on the Lumia against those taken on the iPhone 5.
It starts off by stating that more photos are taken with iPhones than any other smartphone. Nice to know Nokia stays true to the facts by pointing this out. It works, however, to undermine the quality of those photos. “Here at Nokia, we prefer to build for quality, not just quantity.” I would classify that as a direct burn, using Apple’s popularity against them (Nokia: 1, Apple: 1). The ad then starts comparing shots taken with both devices in different situations.
The first comparison seen above shows the Nokia Lumia 925 “in action” with a photo taken with Action Shot from the Smart Cam lens. The iPhone manages to capture a decently gloomy, blurry-free photo, while the Lumia 925 manages to brighten things up and make take it to the next level by inserting multiple frames to capture the action of the skateboarder. Then we see the same photo taken on the Lumia, but with Motion Blur followed by Best Shot, while the iPhone’s photo remains the same.
Nokia: 2, Apple: 1.
Next up we have a low-light photo with flash. This one should be a no-brainer, really.
Nokia: 3, Apple: 1.
Above we have get to see the Nokia Lumia 925’s low-light capabilities without flash, versus the iPhone 5 with flash. We can see that the former manages to capture a brighter and clearer photo, while the latter seems to not have benefited much from its flash, resulting a darker, grainier picture.
Nokia: 4, Apple: 1.
In this above comparison, the iPhone 5 simply cannot compete with the Lumia 925, with or without the use of flash. It almost makes me feel sad knowing that many of my friends have to manage with such mediocrity (okay, I’m being a little harsh).
Nokia: 6, Apple: FAIL.
The video jumps through shots of people taking photos with their own Lumias, then through the above photos with the narrator saying, “Everyday, better photos are taken with Nokia Lumias, than any other mobile.”
Nokia: WINNING, Apple: Just stop.
Interestingly enough, the video ends with Nokia’s usual enormous typeface and the words “PureView Technology. Carl Zeiss Optics. Six Physical lenses. Only in the Nokia Lumia 925.” The reason I find this peculiar is because the Lumia 1020 is currently Nokia’s flagship cameraphone and has all of those things (the Lumia 925 just so happened to be first). This is most likely due to the Lumia 1020 not yet being available outside the US, and since the video was posted on the Nokia YouTube channel as opposed to the Nokia US channel, this ad is most likely targeted internationally.
I do love that despite the narrator’s seemingly American accent (not a very common trait in Nokia ads), he still manages to pronounce the company name correctly, a feat that even Stephen Elop has yet to accomplish. I also like the music track, and how reminiscent it is of the ambient sounds found in Nokia’s ringtones.
What do you think? Does Nokia’s “Quality over Quantity” approach work for you?