I have to say, I don't like Samsung and particularly following their recent court case. But hats off when you see a great marketing response to the Apple Iphone 5.
Under the headline, "the next big thing is already here", this Samsung commercial has a go at Apple fanatics - but in an uber cool way. During the commercial it points out all the product problems with the Iphone - marketing language being one, location of the new headphone jack, the new dock connector, the lack of NFC but most importantly, showing the Iphone as a phone that your parents will probably want.
And how uncool is that.
It's a classic strategy of pointing out the clear product differences and at the same time, bringing the Samsung Galaxy into coolness. A commercial that almost has the same "look and feel" as Apple and with the same brand values.
It's probably targeting long term Iphone users who maybe, are looking for a change. And there is probably a market for that. But I think more importantly, it's putting Samsung on the techy map.
The Ad Agency was '72+sunny' whom I've never heard of, but so what. It was directed by Michael Downing who simply has to have Irish roots with a name like that and whose work I do know from the terrific Shreddies "Diamond" spoofs.
If you haven't seen them have a look. A great dig at research. Rory Sutherland presents them at a TED talk and it's just magnificent. Rory is with Ogilvy. Worth your while to view the whole talk too on youtube. Clearly Michael knows how to direct when the commercial is focused on people.
So well done to Michael and them all at Samsung.
I don't like the brand, but you've made me think again.