The video visualises how the versatility of Nokia Lumia breaks through the monotony of everyday life. It portrays Lumia users as the individualists among smartphone owners. As such, Nokia is making a clear statement and is positioning its smartphone range as being individual, likeable and versatile. The opportunity is also taken to subtly hit out at the competition: shown alongside dull, grey apples, bright and colourful types of fruit symbolise the versatility of the brand. The spot conveys to everyone wishing to break out of the humdrum routine of the smartphone user experience, the clear message is: “switch to Lumia“.

Users watched the spot on YouTube more than 26,000 times, spread it via social networks in a viral manner and rated it with a positive assessment in more than 97% of cases.