Originally Posted by tribalogical
Nope. Not even close.
The "I'm a mac/I'm a pc" campaign wasn't about snarky, petty and stupid "direct comparisons". It was putting a relationship on display, and highlighting various strengths and weaknesses through the acting out of that relationship.
I'm Steve... and I'm Bill. (Bill has a cold and sneezes), Steve: What's wrong Bill? Bill: Be careful there's a nasty virus going around. Steve: Oh don't worry, I'm pretty much not affected by those... Bill (incredulous): Really? I get them all the time! Steve: Nope, not a problem here... (Bill, getting sicker, passes out (locks up), and assistance is called in...).
It was cute, funny, and (painfully) right on the money.
The beauty of that campaign was, Apple never directly put down or disparaged Microsoft, never did any hard side-by-side product comparisons, and the series was entirely based on longstanding, well-known and already popularized realities of the two platforms...
That was brilliant. This Samsung series is cynical, crude, bordering on offensive at times, and panders to the lesser angels of our nature.
I spent years in advertising. This kind of campaign isn't effective beyond the low-hanging fruit. In fact, it lessens the company producing them.
I'm not sure you could really "lessen" Samsung, but there it is.
It also highlights to me just how clearly they missed the entire point of Apple's "pencil" ad.
It wasn't all about the physical dimensions. It was a deep and reflective "poem" about the value and ubiquitous nature of a great tool. An Immersive, poetic and philosophical ad.
Samsung's? Trite, petty, and cynical.
These values are clearly reflected in their products. I can tell you which I choose.....!