Smartphone advertising can sometimes be a pretty blunt business, especially when it comes to feature comparisons. I’m sure you’ve all heard of Microsoft’s Windows Phone Challenge before, or “smoked by Windows Phone” as it used to be called. It’s a series of tests issued on the street or in Microsoft stores aimed at proving that Windows Phones are better than your handset.
In case you haven’t seen it, here’s a recap video from CES last year.
I makes for somewhat entertaining Youtube viewing, for a commercial stunt anyway, and Microsoft clearly thinks it’s time to take these challenges onto television.
It plans to air a short 30 second clip of a camera challenge between Nokia’s Lumia 920 and Samsung’s Galaxy S3 on ESPN and CBS throughout the men’s and women’s NCAA basketball tournament.
The new ad shows a comparison between the Galaxy S3 and Lumia 920’s cameras operating in low-light conditions, which seems fair game as the Lumia’s camera is fairly decent. I won’t spoil it for you, but I’m sure you can already guess who wins.
You can already check out the clip on Youtube if you don’t fancy staring at your TV just to see the commercial.
Microsoft clearly thinks that it’s on to a winner with this campaign, and I’m certainly a fan of doing some head to head testing in the flesh. But for that reason I’m not sure that a staged ad using company staff will have quite the same impact was walking into a store and having a Microsoft employee show you who’s boss.