The latest ad campaign for Samsung’s flagship smartphone, the Galaxy S3 takes yet another swipe at Apple and their devoted fans stating that “The next big thing is already here”.
Like last year’s ad campaign, the new ad mocks queuing Apple fans waiting and discussing the iPhone 5 in anticipation of it’s release tomorrow (September 21st). But are Samsung just starting to look a bit petty now?
Less than subtle
As the white ear-bud toting Apple hipsters discuss the ‘amazing’ new features of the iPhone 5 (which isn’t directly named), strategically placed trendy Galaxy S3 users are on hand to shatter their tiny dreams. “Want 4G? We’ve had that for ages” “Want a bigger screen? Ours is bigger”… It’s playground stuff.
I know that Samsung and Apple don’t exactly get along but taking the fight directly to Apple users by painting them as a bunch of clueless sheep seems a bit excessive. Note to Samsung advertising team: maybe directly insulting the very people you are trying to win over isn’t the best idea.
“They’re saying that this phone is gonna be like a precious jewel”
The final blow comes when a Galaxy S3 owner in the queue reveals that he was saving a place for… his parents! How uncool!
Don’t get me wrong, I think it’s a bit odd to camp on the street for 2 days waiting to hand a greasy teenager in a blue t-shirt a ridiculous amount of money, but, is blatantly and needlessly taking the piss out of them a bit of a cheap shot? Once maybe but twice is starting to look a bit desperate.
We reviewed the Galaxy S3 a few months ago and gave it our top rating. It is a brilliant phone, which begs the question, why can’t Samsung let their kit speak for itself?
The problem is that Samsung just don’t have the loyal fan base that Apple command and this ad proves it. All Samsung seem to be doing is advertising the fact that people don’t queue up to purchase their products.
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