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Comment by _petronius | Hacker News Reader

The agency that is doing their current campaign are very good at what they do (https://www.jvm.com/en/work/). But I guess if I was being super cynical I'd say hiring a hip ad agency to make your brand sympathetic isn't exactly "doing many things differently", although I admire the success of it.

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I think the fact that they are making fun of themselves is nice and different... just compare it with spots of other public transport companies (like this one https://www.youtube.com/watch?v=6a5MRlppTAM)... I mean we all know that public transport sucks and these companies usually try to sell it of as relaxed and fun.

> just compare it with spots of other public transport companies (like this one https://www.youtube.com/watch?v=6a5MRlppTAM).

The half-naked surfer getting into the tram probably looks totally stupid if one doesn't have the context: This is at a place where in summer many people swim downstream in the river and then take the tram for two stops to get back where they started from, which is a place where people surf. (video, tram can be seen at around 5:00: https://www.youtube.com/watch?v=Py4lPdvPV5o)

So the video is not quite as stupid as it looks.

But who goes swimming with their smartphone?

People do literally everything with their smartphone.

there have been several waterproof smartphones on the marked since the z3 launched

You can buy a waterproof case with a strap for like $6 that's clear and supports touchscreens so you can take pictures in the water. So basically anyone that wants to can.

Yes, you're right: Approximately none of these people have a ticket.

I do - because audiobooks. Streaming (or even downloaded) video is less convenient, but still possible.

In other words, they are insulting the intelligence of their potential customers; that's what they do differently.

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