In a rather odd ad campaign spotted by GeekWire, Microsoft is running the kind of ad used by soap powder brands in the 1980s: showing owners of a competitor brand being converted to the wonders of the client’s product.

The datedness of the ad technique is not the only odd thing about the ad: it’s also pitching the Lumia 920 against the Samsung Galaxy S3, a handset just superseded by the S4. While the S4 is a relatively minor refresh, the high-profile nature of the launch means that those in the market for a new phone can hardly be unaware of it.

GeekWire also noted that while the ad is a relatively bold move by a company that has so far failed to make much of a splash with Windows Phones, Microsoft has stopped short of trying to take on the iPhone.