Get-in, Get-out: New Windows Phone Commercials Emphasize Efficiency

There are a couple of new Windows Phones ads out that feature the HTC "Mondrian." The really interesting thing is how they're trying to differentiate themselves vs. other smartphones. This is an enormous creative challenge because these handsets are "late to market," and will have fewer apps than other, competing platforms. So what do you say?

There are no direct references to other handsets (unlike the Verizon Droid campaign which took on the iPhone by name). But you do see what looks like a BlackBerry in the first ad below.

The angle in these two moderately humorous ads is that you can get all the information you need quickly from the homescreen and so you "get in and get out," rather than lingering or paying more attention to your handset than "your life." They struck me as fairly effective. 

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The reported launch date for Windows Phones is October 21.