What's less immediately obvious about the adverts is that they feature real consumers, rather than actors, as is typically the case in such campaigns. The consumers in question were invited to trial the device for a few weeks, and then asked to talk freely about the device.
Clearly Nokia is able to edit the advert to project precisely the message they want, but underlying this is a sense of the genuine, that is almost impossible to create artificially.
The ads, which were premiered as part of the pre-film ads and trailer sequence in front of the new James Bond Film Skyfall, will be shown on TV in the UK over the coming weeks. Combined with Nokia's sponsorship of a number of Channel 4 dramas (e.g. Homeland), and other marketing activities, they are part of a big promotional push in the Lumia launch markets.
Judging the impact that any advert will have is difficult, as is pulling out the impact of one component of a wider campaign, but these do feel like they hit a sweet spot, and are more memorable than some of Nokia's more recent efforts.