We're not sure what the thinking is behind this new advert from Nokia to promote its Ovi app store - maybe if you can't beat them, then you can still out-cute them?

The animation - that you can see by hitting play on the video box above - sees the phone as a portal (appropriate considering "Ovi" is Finnish for "door") to a planet that's content is created by various apps, all shown in a charming way.

Nokia's Ovi Store is due to get a 2.0 revamp in 2010 in order to try and better compete in a market dominated by Apple's App Store.