Nokia has apologised for its Lumia 920 advert after footage that appeared to have been shot using the flagship smartphone was revealed to have been filmed using professional equipment.
Nokia issued the apology for leading viewers to believe the advert, which was intended to show off its new "PureView" image stabilization system, had been filmed using the smartphone itself.
Soon after the commercial was launched, eagle-eyed online bloggers spotted the briefest reflection of a camera crew in the new advert after 27 seconds.
"We apologise for the confusion we created," Nokia wrote in a blog post entitled An Apology is Due.
"In an effort to demonstrate the benefits of optical image stabilisation, we produced a video that simulates what we will be able to deliver with OIS," it said.
"Of course, hindsight is 20/20, but we should have posted a disclaimer stating this was a representation of OIS only. This was not shot with a Lumia 920. At least, not yet," the Finnish company added.
The storm surrounding the advert comes as a blow to the telecom company, the world leader in the mobile phone market in 2008, as they attempt to reverse their recent decline with the release of the Lumia 920 and its sister handset, the Lumia 820.
In a bid to reclaim its former glories, the company launched a new strategy a year-and-a-half ago, phasing out its Symbian smartphones in favour of a partnership with Microsoft.
On Wednesday it presented two new Windows-powered phones, the Lumia 820 and 920. While analysts were generally favourable to the phones, most suggested they would have a hard time competing with Apple's new iPhone 5 due to be launched next week.
The Nokia share price slumped more than 10 per cent after Wednesday's launch, and shed another 3 per cent in Helsinki on Thursday.