This week saw Samsung launch their new Samsung Galaxy S3 advert. Funnily enough, during the same week another large company have chosen to launch their new product… not saying any names! I personally love this advert. I maybe a tad biased, owning a Galaxy myself (all be it the S2), but I find this advert fun, light-hearted, witty and has a good use of tongue in cheek.
About the advert
The ad see’s queues of people, from various locations in the States, outside ‘unbranded’ stores, wearing some rather iconic earphones (again, not saying any names or anything). Originally you think the ad is probably advertising said ‘unnamed’ brand, until certain jibes begin to crop up in dialogue. “All I’m saying is they should have a priority line for people who’ve waited 5 times.” “I heard you have to have an adapter to use the dock on the new one.” Then it all starts to come together when you see a guy saving a space for someone else in the queue, holding the new Galaxy S3.
It’s no secret that Samsung have a fairly rocky relationship with one of their competitors, but I think this advert is brilliant and handled very well. Currently all Galaxy S3 owners, maybe even Android owners in general, are watching this advert feeling fairly smug with themselves. Those who have been sitting on the fence may now be leaning a little towards Samsung. Whereas the others, who seem to be depicted as air headed fanboys in this advert, are probably feeling quite hurt. But I think that’s why I like it all the more.
It wasn’t enough for Samsung to mock the product, they had to push their luck at mocking the audience too. I get the impression Samsung figured they could never convert the real brand ‘die hards’, so why bother trying to?
Whether you love the ad or hate it, there is no doubt that the advert has certainly got people talking and that’s what advertising is all about isn’t it?