Nokia is hoping the top notch camera on its new Nokia Lumia 1020 will be enough to carve out some market share from the competition.  

For the Finnish company, their new phone is all about the camera, which is a 41-megapixel Ziess camera that will allow much greater zoom control and quality than smartphone users have enjoyed up to now.  

It may not be high-quality enough to knock a proper Nikon camera with a full-frame sensor out the water but it's yet another dent in the compact camera market for those who just want to take decent pictures without all the luggage, even promising decent shots in low light conditions.  

The camera is also the feature the Finnish company has latched onto for its advertising campaign, which does its best to show up the iPhone 5 and Galaxy S4.

The new ad shows members of an audience at a school play jostling to get closer to the stage so they can get a decent shot, while a couple in the backrow with a Nokia Lumia 1020 just use the phone's zoom function to take the perfect picture first time without having to move from their seat.  

Watch the ad here:

However, the camera does bump out the back of the phone meaning that it can't be laid down completely flat and 

The camera may be impressive but the fact that it uses Windows Phone 8 has left some tech followers unimpressed.  

"Windows phone 8 isn't even close to being on par with android or iOS.  I wouldn't switch to windows phone just for the 41 megapixel camera...but that's just my opinion ;)" wrote YouTube user TheRealKart16 under the ad.  

The Nokia Lumia is expected to retail on September 5 in the UK priced £599.99 without sim.  That's more expensive than the Nokia Lumia 925 and the Nokia Lumia 920.  

It's launching in black, white and yellow, and although it's battery is only a 2000mAh, there is the option of buying a Nokia Camera Grip snap-on that will give an additionally 1,200mAh battery capacity.  

And the 1.5GHz Qualcomm Snapdragon S4 chip and 2GB of ram will ensure it has pretty good performance.

In the US it is available at $299 on contract through AT&T.