Those of you who thought Samsung’s launch line series of ads culminated in what TMA described as a “shartgasm” will be pleased/nauseated to know that the company isn’t quite done pointing out the fact that people wait in huge lines for its competitor’s products. Sammy’s at it again, going after the iPhone 5 by feebly trying to compare it to its Galaxy S III. Let’s analyze Samsung’s interesting take on what not to do when you’re advertising your products.
1. Never mention a competitor by name. Apple isn’t mentioned, but 3 seconds into the commercial there’s no doubt about what company is the target of Samsung’s disparagement. There has obviously never been a line for a Samsung product that wasn’t labeled “returns”.
2. If you’re stupid enough to ignore #1, never show your competition’s products in a favorable light. Samsung thinks it’s being clever by selectively pointing out features of its own S III it feels are superior to the iPhone, but it’s doing so in the context of the huge line that people are in to wait for the competitor’s product. That’s right: something that clearly shows the insane popularity of the iPhone is the commercial’s entire concept.
3. Don’t insult the consumer’s intelligence. So why are people – currently over 5 million people in 3 days – speaking with their wallets to buy a new iPhone? “The headphone jack is going to be on the bottom” and “This year, we’re finally getting what we didn’t get last year”. So the millions of consumers that queued up or pre-ordered the new iPhone are idiots who don’t know how superior the S III is.
Bravo, Samsung. Not only are your millions of advertising dollars based entirely on the popularity of your competition’s phones, the humor comes from pointing out the ignorance of the consumers making it popular. I’d say you should have diverted your ad dollars to your legal defense, but it looks like that effort was beyond help as well.