THE HYDRA that it is the combined Microsoft Nokia phone business has produced its first advertisement.
The advert does not break much new ground. It seems to place the colourful cases of the firm's handsets at the heart of its message, and suggests that being colourful, or wearing colourful clothes is an ideal way of differentiating oneself.
The star of the ad resembles the bastard offspring of beef clown Ronald McDonald and stealth traveller "Where's Waldo" Wally. He patrols the screen and its dour black and white locations with a big beam on his face and the sort of jacket usually reserved for working in poorly lit and semi-dangerous areas.
He scoots around in his yellow garb, winning admiring glances before finding a lady reading a tablet and wearing a red jumper.
Before the end meeting we get to see just how revolutionary we are supposed to view a coloured phone case and at various times we see 'Wally' being admired by ladies, gawped at by men and pointed at by children.
By the end, we see that the meeting of the man in the jacket and the lady in the jumper is, like Microsoft investing heavily in a Finnish mobile hardware business, an example of things getting a lot more colourful.
"What does colour mean to you? Does it spark emotion? Does it invoke taste? Does it change your mood? Do you express yourself through colour?" wheezed the firm in the blog post.
"Colour runs through our devices; it's part of our DNA. From the bright and bold Nokia X family to the metallic-fused Lumia 930, our colours draw attention and make heads turn. It's what sets us apart from our competitors and what many of you love about our design ethos. We're not like everybody else. Are you?"
No, probably not. µ
Bloody hell. It's only been up five minutes. How does it sleep at night?
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