I love that Microsoft's promotion for their new phones seem to be based on the idea that you shouldn't actually want to use the phone for more than a few seconds. Just pull it out of you pocket, update your Facebook status and put it away!
I guess they see that since Apple's ads showing how much you can do with your phone there must be a market for not doing anything with your phone.
They do have a point about people using their smartphones in strange/dangerous/annoying situations (at dinner with a loved one/bottom of escalator with people behind you/etc)
It's the same advertising message that they're sending in those Bing ads. It cuts through the clutter so you can do what you need to do and get back to your life.
This is partly co-opting the "It just works" message that Apple has been sending for years, but also an attack on the Apple faithful, i.e. "Buy a Windows Phone if you want a phone that just works but doesn't also define your life."
The Windows Phone is for people who hate the people who spend all their time on their phone. Those people are probably not in the market for an iPhone.