Finnish tech company Nokia (NYSE:NOK) has once again taken aim at Apple (NASDAQ:AAPL) with a strange new animated commercial that promotes its Lumia 2520 tablet at the expense of the California-based company’s iPad. The latest Nokia commercial criticizes the supposedly poor visibility of the iPad’s screen in sunlight, while simultaneously touting the superior visibility of the Lumia 2520.
The animated commercial is set in a bright and sunny park where a woman walking her dog tries to use what appears to be an Apple iPad. However, she is unable to see the screen due to the sun’s reflection and is forced to stand in the gloomy shadow of a tree in order to use her device. Another character who was roller skating in the sun while using his tablet is also forced under a tree because of the sun’s glare on his device. Meanwhile, the abandoned dog runs around looking for a play companion as more and more tablet owners retreat to the shade.
Finally, the hapless dog finds a Nokia Lumia 2520 owner who is sitting in the sunlight and using his device with no visibility problems. As he throws a Frisbee for the dog, he attaches the Lumia 2520 to a keyboard and orders a pizza online. After the frolicking dog and the Lumia 2520 owner attract the attention of the other tablet users, everyone emerges into the sun and enjoys the pizza together. The commercial concludes with the tagline, “Get out and play. The Nokia Lumia 2520 with full screen and best outdoor readability.” The full commercial can be seen in the embedded video below.
This isn’t the first Nokia Lumia 2520 commercial that has knocked Apple’s iPad. A previously released advertisement from Nokia featured a proud iPad Air owner who eventually comes to realize that he bought the “wrong tablet,” because of the iPad’s lack of a keyboard and limited battery life.
Although Nokia’s latest Lumia 2520 advertisement also promotes the device’s detachable keyboard, it should be noted that the Power Keyboard is normally sold as a separate accessory for $149. Similar keyboards for the iPad are also available from third-party Apple accessory makers.
However, as noted by Electronista, Nokia’s Lumia 2520 has won praise from some tech reviewers for its brighter screen that increases outdoor visibility. Although some reviewers have noted that the Lumia 2520 is superior to Microsoft’s (NASDAQ:MSFT) Surface 2, there are ongoing concerns about the shelf life of Nokia’s tablet. Microsoft is currently in the process of completing its $7.2 billion acquisition of Nokia’s mobile division and it is not clear if the Lumia 2520 will remain available after the merger.
Either way, Apple appears to be in no danger of losing its majority share of the worldwide tablet market to Nokia. According to data from market research firm IDC, Apple held a 29.6 percent share of the global tablet market in the third quarter of this year, even before it rolled out its new iPad Air and iPad mini with Retina display in November.
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