New MacBook Pros are here! Get the lowest prices anywhere: Apple Price Guides updated Sept 29th (exclusive coupons)
 


Monday, November 25, 2013, 04:22 pm PT (07:22 pm ET)

Nokia takes page from Microsoft in new Lumia ad, goes after iPad's lack of physical keyboard

Competitors are once again taking aim at Apple's top-selling iPad, with a new Nokia ad on Monday trumpeting the superiority of the Lumia 2520 tablet's attachable keyboard, long battery life and productivity capabilities.

Lumia Ad

Screenshot of Nokia's Lumia 2520 ad. | Source: Nokia via YouTube


In a bit of fun, Nokia's ad follows an iPad user as he becomes increasingly less enamored with Apple's tablet, pointing out arguments long since drilled into the ground by Microsoft and its Surface ads.

While the iPad itself is not named in the commercial, the narrator, who is voicing the main character's thoughts, says his new tablet is "thinner than a pencil" and "has been to space."

At first, the new owner acts smug with his purchase, noting that everyone wants one, while pooh-poohing the need for a keyboard. Things take an immediate turn, however, as we see our iPad-toting protagonist at a local coffee shop, frustrated that the tablet has no keyboard attachment.

Luckily, he came prepared with a MacBook Pro, called "the beast," which is apparently needed for any type of truly productive work. Nokia's 2520, by contrast, can be mated to a Power Keyboard that provides extra juice and physical QWERTY keys.



Next, the iPad's battery life comes under scrutiny, with the tablet dying while in the middle of a movie. Nokia is touting its fast-charging battery, which the company claims can be charged to 80 percent capacity in about an hour.

Finally, at the end of the spot, the iPad user concedes that one of the only redeeming qualities of the device is its light weight. When he finally sees the Lumia 2520, which solves all the problems discussed earlier in the ad, he asks, "Did I buy the wrong tablet?"