A Samsung launched a new marketing campaign that directly provokes one of its rivals, Apple.
Humor and Provocation in the style of “The Master Sent”
The 30-second video plays with some characteristics associated with the public loyal to the apple giant’s products, such as the practice of forming queues at the Apple Store for the start of sales of a new device.
Samsung satirizes this behavior with an allusion to the “the master ordered” joke. In one excerpt, the first person in line, representing an Apple customer, expresses disappointment by asking: “What’s new?”
Innovation x Tradition: Bet on foldable models
The commercial also makes a comparison between Samsung’s new bets, which deviate from the conventional, such as the Galaxy Z Fold 6 and Galaxy Z Flip 6 foldable models, offering new forms of interaction. On the other hand, Apple follows the standard that established it in the mobile market, maintaining a more conservative approach in terms of design and features.
With the slogan “No one should wait for innovation”Samsung sends a clear message that, while Apple seems to hesitate in some bets, other companies are already offering new possibilities and products with different characteristics.
In an official note about the commercial, Olga Suvorova vice president of mobile experience marketing at Samsung Electronics America, says that “As a brand, we take an open approach with fewer limits and less exclusivity to help us all go further and achieve more. This approach breaks down barriers, opens up possibilities and allows for greater creativity. It’s tempting to stick with the familiar and we want to warm people up to the idea that the best mobile experience can come from trying a new device.”
The commercial was developed in partnership with the creative agency BBH USA and was directed by director duo Rubberband, from the creative studio SMUGGLER.
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History of Rivalry and Humor in Commercials
Samsung is known for provoking Apple in its advertising campaigns. In 2022, the South Korean had already criticized the lack of new features in Apple devices. In 2023, it was time to mock the competitor’s delay in adopting USB-C on the iPhone.
Apple and its Iconic 1984 Commercial
In the historic clash between companies, Apple also has one of the most emblematic commercials in advertising: the classic “1984”. Created to promote the Macintosh, this ad places Apple as a liberator in a totalitarian scenario established by IBM. We have an article with some interesting facts about this famous commercial.
Source: https://www.hardware.com.br/noticias/samsung-provoca-apple-comercial.html
