Nokia creates ads to demonstrate ‘continuity’ after Microsoft acquisition

Nokia has today (28 April) launched the first in a series of videos designed to showcase how the brand plans to retain its points of difference after being acquired by Microsoft.

Video: Nokia’s “Not Like Everybody Else” ad

The first video in the “Everything Just Became A Lot #MoreColourful” series is soundtracked by The Kinks’ song “I’m Not Like Everybody Else” and features a man in colour using a Nokia Lumia phone, while the rest of the scenery and characters are in black and white, to highlight how colour forms part of the Nokia “DNA”. The video’s end frame is the Microsoft logo.

Each subsequent video – all created in-house – will also use an “iconic track” and will roll out over the coming weeks. The push is not currently supported by paid media, but it is understood Nokia is looking to invest some media spend behind the campaign.

Nokia’s European head of digital marketing and advocacy Thomas Messett told Marketing Week the videos: “Represent what Nokia has stood for for a long time and what we want to continue to stand for…the number one priority for us [following Microsoft’s acquisition of the company] is continuity and showing people that we are still the same people who made great things yesterday that will continue to make great things today.”

Microsoft completed its acquisition of Nokia’s handset business on 25 April. 

Last week there was still some confusion over whether the Nokia brand name would change to “Microsoft Mobile” once the deal was complete, following the publication of a leaked letter that suggested this could soon be the case.

However, Nokia moved to scotch those rumours, tweeting: “We will continue with Nokia-branded products, as Microsoft has licensed the Nokia brand for some time.”

Under the deal, Microsoft has agreed to a 10-year license arrangement to use the Nokia brand on current and new mobile phones.

Nokia’s former CEO Stephen Elop, who now serves as executive vice president of Microsoft’s Mobile Devices Group, is set to hold an “ask me anything” (AMA) session on the Nokia Conversations blog at 1pm GMT today (28 April) to answer consumer questions about the acquisition.



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