Microsoft’s latest ad pokes fun at Siri by highlighting Cortana’s Context-Aware Reminders

cortana

Microsoft has launched a new TV ad, entitled “Happy Anniversary,” that demonstrates a side-by-side comparison of Siri and Cortana on the iPhone 5s and Lumia 635 respectively. The 30-second spot is centered upon how Cortana can perform contextually-aware tasks across a number of services, while Siri cannot. 

For instance, the Cortana personal voice assistant is capable of reminding a user to wish their wife a happy anniversary when she calls and to purchase roses when near a flower shop. The ad also shows off Cortana providing traffic alerts, complete with a map, estimated travel time and option to get the fastest route possible.

Ultimately, the ad attempts to pitch Cortana as a more intelligent personal voice assistant than Siri on the iPhone. You can watch the video for yourself below (via MacRumors):

http://www.youtube.com/watch?v=w0pjD4qpIpg

It is the first time that Microsoft has directly marketed against Siri, although it has used the assistant’s voice in past commercials that mock the iPad’s lack of multitasking and other features alongside the Surface RT tablet.

Last month, it was reported that Microsoft is considering expanding Cortana to iOS and Android. The personal voice assistant was introduced in April when Microsoft unveiled its Windows Phone 8.1 software update.

Which do you prefer — Siri or Cortana?