What Do You Think of Microsoft's Windows Phone 7 Ads?

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We saw two videos a few weeks back when they leaked early, but a third (and better) ad has been released to hammer home the fact that WP7 owners will be using their phones less. It's a strange message, yes.

Strange, but kind of growing on me. Not that I agree with their reasoning, as I actually enjoy fooling around on my phone, filling in time with Twitter, games or novelty apps, but "it's time for a phone to save us from our phones"? Really, Microsoft? Perhaps these ads just aren't targeted at people like me, who view their phone as something more than a communication device.

As I said before, it's by no means the first time Microsoft has sent mixed messages in its advertising, but what do you think of these two videos, particularly the more recent one on top?