“Dare to be different – #Timetoswitch“ visualizes how the versatility of Nokia Lumia breaks through the monotony of everyday life. The film portrays Lumia users as the individualists among smartphone owners. Nokia is making a clear statement and is positioning its smartphone range as being individual, likeable and versatile. The opportunity is also taken to subtly hit out at the competition: shown alongside dull, grey apples, bright and colorful types of fruit symbolize the versatility of the brand. The spot conveys to everyone wishing to break out of the humdrum routine of the smartphone user experience, the message is: "switch to Lumia".