A phone to replace phones

Before I criticize the advertisement and the phone itself, I have to admit this is a great advertisement. Maybe because it's funny, maybe because it's so short, or perhaps it is the familiarity of the music but regardless of I can watch the ad over and over again. And that's kind of scary- because that's what they want.
The advertisement itself is a viral success, being viewed as often as amateur videos.

The slogan for the phone is an interesting one, "It's time for a phone to save us from our phones."
This is saying this phone is the solution to societies obsessions with "smart" phones. So this is technology to replace technology, but aren't all new devices and technologies created to improve past technology? Every new model of a technological device is created to improve the problems that past ones had. Our society is obsessed with the idea of creating new technology to better our current technology. Why? to make our lives easier, but what our we sacrificing for that?

Human interaction. This advertisement clearly shows that physical human contact has been replaced with digital interaction. People are attached to technology, putting it before social interaction. The commercial displays this in a dramatic way by trivializes the most important celebrations in our culture, such as a wedding, and puts it behind technology. By showing all these different people in different situations where they are focusing on their phones rather than their lives around them.

Although this commerical does focus on a major issue in our society, and makes a promise that this phone with solve it, it seems that the phone will probably only add to the problem.
This phone may be quicker, but it still allows people to focus on their digital lives instead of their real lives. Windows claims it will get you "in and out" but with all the new features the phone has, Microsoft office, xBox live ect, people will spend just as much time obsessing over their phones as they have in the past.


Nice try Microsoft, but I highly doubt your phone is going to solve the problem our society is so deeply emerged in. Your probably only going to make it worse.