What does ‘Lawrence of Arabia’ have to do with Phone 7?

Microsoft uses a blockbuster to make new phone OS a blockbuster

Microsoft ran its first ad for the coming Phone 7 mobile operating system this weekend and in the tradition of anticipation-building teaser ads, this one is atmospheric, artsy, overly dramatic and, for some, probably puzzling.

It reminded me of the first TV ad for the luxury car Infiniti in which the car was never shown. “What is it? What does it look like? I want to know more!” And you’re hooked.

The You Tube video of the Phone 7 ad is titled “Lawrence of Arabia Windows 7 Trailer” and was screened at Secret Cinema, an event over the weekend at the Alexandra Palace in London in which classic films are shown and movie goers dress in the costumes of the characters.

“Lawrence of Arabia,” released in 1962, tells the story of T.E. Lawrence, a British Army officer who played a key role in military battles in Arabia during World War I. The film won the Oscar in 1963 for Best Picture and Best Cinematography, among others, and made number five on the list of the 100 Greatest American Films selected by the American Film Institute. It was known for being one of the first shot in 70 millimeter “Super Panavision,” offering a vivid widescreen color film experience. Prior to this, movies were shot on 35 mm or 65 mm film stock.

The Windows 7 ad is an homage to a scene in “Lawrence of Arabia” called “the mirage shot,” according to the Web site Filmsite.org, in which the character Sherif Ali, played by Omar Sharif, first appears, coming from a blip on the horizon into the scene. In this version, accompanied by the film’s soundtrack, it is the Windows Phone 7 that appears larger as it approaches the camera. Once you realize it’s a smartphone coming towards you, the screen displays the words “the Revolution is coming.” There is no voice-over narration. The ad fades to black and the Web URL “WindowsPhone7.com” appears. Fin.

Looks like Microsoft was going for the Apple “1984” woman throws hammer at screen vibe in this ad for Phone 7. Perhaps Microsoft was evoking the widescreen cinematic epic to build up anticipation for the experience of watching movies, TV shows or other videos on Phone 7 devices due out from HTC, LG and Samsung among others.

But equating the introduction of Phone 7 with a coming “revolution” is just asking for trouble. True, Microsoft brought us the PC revolution and for that we are all eternally grateful. But Phone 7 devices better be truly transcendent if they are going to seriously take on smartphones running the popular Apple iPhone and Google Android operating systems.

To me, Microsoft likened its new product to an epic motion picture like “Lawrence of Arabia” for only one good reason: It needs a blockbuster.

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• Lawrence of Arabia
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• Windows Phone 7