Comparing Samsung And Samsung Commercials

The commercial opens showing a long, seemingly endless, line of people waiting for the release of a new phone. Contained in the first shot is the name of the city and the number of hours left to wait, this continues with each new city shown. When the people in the ad are focused on, individuals from each city are seen almost celebrating because there are, “only nine hours left”, before the release. From this, they (the people waiting) move on to talking about possible faults with the new phone that are being mentioned on tech blogs. People with Samsung phones then start passing by the lines, peaking the interest of those waiting. However, when people in line find out the brand of the phone, they begin to make weak excuses as to why they could
The users of each phone are presented in contrasting ways. Samsung users are shown as being intelligent, individual, and discerning consumers who go for content not label; whereas iPhone users are portrayed as being like sheep, just following what is the current trend and not caring how good the product they are spending their money on actually is. They also act in a negative manner, mimicking Samsung users ( when asked why they ‘don’t just get a 4G phone’) and being revealed as having committed to buying something they know virtually nothing about ( the scene where people looking up reviews once they have already been waiting in line for a what seems to be quite a while). Samsung even uses a negative comment towards the jobs of iPhone users when one of the men in line says, “I could never own a Samsung, I’m creative”, and gets the response, “Dude, you’re a barista.” Depending on the person seeing it, this could either be seen as a joke, like it was intended, but it is also possible that someone could take offense to it. A risk like that may not be one a company would want to make when trying to pull consumers away from their
It may just be that Samsung will never be able to match up with them due to Apple’s brand power and their establishment as the ‘it’ brand of top-line technology for the everyday user. In order to beat that, Samsung would have to change their marketing. This particular ad is similar to other phone ads, and therefore is not memorable. Had Samsung combined the demonstrations of all of their new features with a more modern ad, instead of trying to make fun of Apple, and embraced Apple’s style of promoting a luxury product, the results probably would have been better. It could possibly have been more successful had they taken into account that people want a device that works great, but they also consider it to be a status