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Nokia’s latest advert for its 6500 cellphone is already prompting split opinions online; the work of London agency Wieden + Kennedy, it shows hundreds of the handsets suspended roughly in the shape of a top lip.  Called ‘Harmony’, the ad is already in rotation on UK TV, together with Nokia’s slogan “design for everyone”.  Each phone shows a different user, flicking on in time with the music; it’s presumably CGI but the effect is still vaguely hypnotic. 

Hypnosis is one thing, but the argument is about Nokia’s intended message.  The title is pretty easy to understand - after all, each of the individual voices come together to make the musical harmony - but the tagline is more vague.  If anything, the video suggests functionality for everyone - complete with the full mouth shape made up at the end, courtesy of a mirror on the floor - not the design of the handset.

Of course, Nokia’s eventual aim is to get people talking about the 6500, which it’s managed.  Vincent thinks the advert is creepy, whereas I’m quite impressed.  The UK cellphone market is notoriously difficult to conquer, so adverts that concentrate solely on functionality tend not to get the same response as dramatic, interesting ads. 

What do you think?  Bizarre or brilliant?  More likely to make you consider the 6500, or remember Nokia next time you’re looking for a new phone?  Let us know in the comments.

[via I Believe In Advertising]

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