"2007 called… it wants its camera phone back."

That’s one of the better lines from the newest Windows Phone commercial entitled “The Recital,” also known as Microsoft's latest dig at smartphone rival Apple.

The new advertising campaign, set to air during MTV’s Video Music Awards, was allegedly created in the same tongue-in-cheek vein as an earlier Windows Phone commercial entitled “The Wedding.”

Well according to Redmond it's merely a joke, not sure whether Cupertino will see it that way.

In fact, both commercials share the same director, Roman Coppola, as well as many of the same offbeat actors before ending with the line, "Don't fight. Switch."

"A kids's play is one of those times when you want to get the perfect shot," Microsoft says of the advert.

"But most phones aren't capable of capturing quality photos at a distance. Even if it's just a few rows back.

"With the Windows Phone Nokia Lumia 1020 you get 41 megapixels so every seat is the best seat in the house."

Check out the video below: