People must've forgotten when Ellen gave away Lumia 1520s to audience members on her show.
If I remember correctly......Yes she gave away 1520s but this was a push by a phone/service provider. I forget which one, but the phones would have been locked to AT&T or who ever.
She didn't even hold the phone itself.....just talked about the prize is this phone from this national phone company bla bla bla 3g/4g/LTE
If Microsoft is to have a Star catch fire with a product, they will have to think outside the box ( Not really their thing these days ).
It's not easy to launch an advert that hits and explodes like Jordan/Spike Lee/Nike "it must be the shoes", or a very old "Where's the Beef"
Apple hit with Hi I'm a Mac..... but Apple knows how to market its brand.
I do think Microsoft are starting to fine tune in the right direction, showing real world people using real world apps under a Windows brand.
Focus on product not fluff !!!! Plus a false step by a well known name could undo any gains in a heart beat.