The epic fail which has landed Nokia’s new campaign for the Lumia 920 smartphone at the centre of a social media storm is a “real cock up”.
The TV ad shows a couple riding their bikes purportedly using the new phone’s image stabilising technology to video each other.
But, in one scene as they cycle past a window the reflection of a cameraman in a van can be clearly seen.
The revelation has drawn the ire of YouTube users, with comments including “Nokia, CONnecting people”, and “That was a blatant lie used to mislead the consumer. Nokia has ruined their reputation forever.”
The struggling Finnish company is pinning its hopes on the new handset being a success after struggling to compete in the market since the advent of smartphones.
However, the recent Apple v Samsung stoush had given them leverage in the market and promoted optimism around the release.
Jules Hall, managing partner of The Hallway, told B&T: “It’s not even subtle, it’s blatantly obvious when you watch the ad. It’s 101, it’s a huge issue with quality control. They must be quite embarrassed by it.
“What’s the long term implication for this? How much impact this has depends on how they manage this over the next few days to get it back under control.
“The reality is they could have shot that ad with the handset quite adequately, yet they used a comparative technique of the product feature and didn’t use the product to shoot it.
“That’s a bold decision. Then not to cover their tracks in the process is quite amateur.”
Nokia has issued an apology admitting it had: “Failed to make clear that it was a simulation and not shot using the new PureView camera on the Nokia Lumia 920.”
But it has landed in more hot water with its marketing, with images used in marketing material, assumed to have been taken with the camera, actually pulled from the video.
The company released a further statement which read: “Some further misunderstanding has arisen about still photographs taken at night in the street in Helsinki.
“We want to be very clear that these still images were taken from the same video. It is a representation of the benefits of optical image stabilisation only and our apology was for using any part of the video without a clear disclaimer.”