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New Windows Phone Spots Mock Mobile 'CrackBerry,' IPhone Addicts

Microsoft Hopes the Counter-Intuitive Campaign Will Help Make Windows Mobile Relevant

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NEW YORK (AdAge.com) -- Microsoft launched its latest foray into mobile today, Windows Phone, with a product that, if nothing else, at least looks a lot different than what we're used to in smartphones. Rather than the familiar grid of apps popularized by Apple and imitated by Google's Android, Windows Phone has live tiles that mish mash contacts, apps and search in one stream.

To highlight that difference, ads for the new phone attempt to mock smartphone addiction, as well as entrenched leaders BlackBerry, iPhone and Android. In the spots, Windows agency Crispin, Porter & Bogusky, the masterminds behind "I'm a PC" and "Windows 7 was my idea," show the downside of the heads-down life.

The campaign, comparable in size to Verizon's $100 million Droid push, will take over the airwaves this holiday season. The first phone will be the Samsung Focus on AT&T, available for $199 on Nov. 8.

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