'Think Different' ad creator believes latest Samsung ads are getting the best of Apple
The former creative director at advertising firm TBWA\Chiat\Day, who came up with the name "iMac" as well as Apple's iconic "Think Different" campaign, believes Samsung's latest television advertisements have proven effective against Apple.
Ken Segall shared his opinions on his official blog, Observatory, this week, where he said that Apple is "battling where it used to crush," as discovered by Apple 2.0. While Segall said Apple has a history of being the "gold standard" in marketing, the company is no longer "untouchable when it comes to advertising."
"The fact is, it is being touched ? often and effectively ? by none other than Samsung," Segall said. "Samsung has made remarkable inroads in a very short time, for two big reasons."
First among those is the fact that Samsung has spent "a fortune" to run its advertisements, outspending rivals Apple, Hewlett-Packard, Dell, and even Coca-Cola. But beyond its cash, Samsung's message has also been "potent," Segall believes.
"The company continues to bash away at Apple, delivering ads that are well produced, well written, and seem to be striking a nerve," he said. "In contrast to Apple, which has been sticking to its product-based ads, Samsung has been scoring points with its people-based ads ? most of which play off some growing negative perceptions about Apple."
He believes Apple is like President Barack Obama after his first debate against Republican challenger Mitt Romney in last year's U.S. election. Segall said he expects to see Apple rebound just like Obama did last year in his second debate.
Apple's advertising stumbled last year, when the company debuted a series of "Genius" ads during the Summer Olympics which showed Apple Store employees helping customers in unique situations. Critics, including Segall, panned the advertisements as not up to Apple's standards, and the company fully abandoned the campaign only weeks later.
Samsung struck earlier this year with a series of ads that aired during the Super Bowl, while Apple remained silent during the NFL's championship game. And then on Sunday during the Oscars, Apple debuted one new ad, while Samsung ran a series of commercials, including one featuring director Tim Burton.
Ken Segall shared his opinions on his official blog, Observatory, this week, where he said that Apple is "battling where it used to crush," as discovered by Apple 2.0. While Segall said Apple has a history of being the "gold standard" in marketing, the company is no longer "untouchable when it comes to advertising."
"The fact is, it is being touched ? often and effectively ? by none other than Samsung," Segall said. "Samsung has made remarkable inroads in a very short time, for two big reasons."
First among those is the fact that Samsung has spent "a fortune" to run its advertisements, outspending rivals Apple, Hewlett-Packard, Dell, and even Coca-Cola. But beyond its cash, Samsung's message has also been "potent," Segall believes.
"The company continues to bash away at Apple, delivering ads that are well produced, well written, and seem to be striking a nerve," he said. "In contrast to Apple, which has been sticking to its product-based ads, Samsung has been scoring points with its people-based ads ? most of which play off some growing negative perceptions about Apple."
He believes Apple is like President Barack Obama after his first debate against Republican challenger Mitt Romney in last year's U.S. election. Segall said he expects to see Apple rebound just like Obama did last year in his second debate.
Apple's advertising stumbled last year, when the company debuted a series of "Genius" ads during the Summer Olympics which showed Apple Store employees helping customers in unique situations. Critics, including Segall, panned the advertisements as not up to Apple's standards, and the company fully abandoned the campaign only weeks later.
Samsung struck earlier this year with a series of ads that aired during the Super Bowl, while Apple remained silent during the NFL's championship game. And then on Sunday during the Oscars, Apple debuted one new ad, while Samsung ran a series of commercials, including one featuring director Tim Burton.
Comments
Sammy is copying Apple right down to their advertising spiel. The investors at Samsung don't give a damn anyway. They only want that bling. And Sammy is more that happy to stoop to any level to get it.
I don't think that's correct. While he may work for a different Samsung division, Samsung's mobile division uses '72 and sunny' as their ad agency.
Regardless, read his post carefully. He doesn't even claim that Samsung's ads are better than Apple's (or even very good). He simply says that they are 'touching' apple - and specifically mentions the fact that they're spending a fortune to get tons of air time.
Yes, if someone is willing to spend enough money on air time, they can eventually get some recognition. Hardly a revelation.
Quote:
Originally Posted by winstein2010
Isn't he works in an agency that was hired by Samsung?
Not that I know of. Here's his blog:
http://kensegall.com/blog/
Quote:
Originally Posted by interwebs
I agree. I love Apple, but Apple's ads, while once revolutionary, have, with the minimalist styling, cuteness, and trendy soundtrack, become stale, stale, stale. They're being quite the laggard to not come up with anything new since the Genius ads flopped, and they're letting Samsung catch up with image, if not product. Resting on their laurels needs to end asap.
Nonsense.
And you failed to elaborate.
People who watch soap operas and read tabloids are the majority and are the same people who like the kind of ads Samsung and the rest of Android cartel members do.
Apple tries to offer a different experience ( its forte ), the PC cartel members are about market share, they are out there to please the majority.
If you understand this, you‘ll not bother about Apple ads.
Quote:
Originally Posted by maccherry
This guy can kiss my ass! As well as the person who wrote this fluff piece.
LOL. There is *nothing* that can boil and Apple fan's piss quicker than an apostate...
Quote:
Originally Posted by jragosta
I don't think that's correct. While he may work for a different Samsung division....
There's no mention of it, and a web search doesn't reveal he's ever had any association with them. His latest project was for JCPenney with Ellen DeGeneres.
http://kensegall.com/index1.html
How about some "I'm an iPhone," "I'm a Galaxy" ads?
And even if true what does it matter? They're still consumers with purchasing power.
Yes ---- and no.
Apple has never attempted to appeal to everyone. There are plenty of people with purchasing power who are not in Apple's target audiences and the ads are therefore not directed at them.
To take it to the extreme, people who live in trailer parks and drive 1980 Chevy Novas have purchasing power. There would not be much point in Apple pursuing them to try to sell them Mac Pro computers.
Apple's ads are targeted at specific demographics. While they may miss some people that way, they also stand a better chance of getting the people they want. It's a trade-off. The one thing that's certain is that attempting to appeal to everyone is usually a mistake.
Quote:
Originally Posted by dasanman69
And even if true what does it matter? They're still consumers with purchasing power.
Well, i am not being elitist.
Apple targets a different kind of consumer, as well as Samsung.
Erase Samsung and paste Microsoft or Dell, the result is the same.
If you dig in on the BBC online past articles about Apple way of doing biz and Apple‘s design, you‘ll find similar ones with the same post being discussed here. Nothing new regarding Apple being attacked by its rivals and Apple snubbing them as a sign of Apple losing its edge.
"In contrast to Apple, which has been sticking to its product-based ads, Samsung has been scoring points with its people-based ads."
That's funny, because people used to complain about just the opposite. People used to complain that Apple ads never show the Mac Desktop, or show a Mac actually being used. But for iOS, Thats ALL they show.
Ya just can't win fer losin'...
And it is strange that Apple is considered arrogant, just for snubbing its competitors, the same which throws tantrums about Apple products in ads.
Have you watched the commercials in this article? Apple has done nothing like the "making fun in line" or Tim Burton. They're pretty original and funny. I like Samsungs ads- they aren't great but they catch your attention and create buzz.
On the other hand- Apple is still bankrolling, so whatever.
I'd say Apple's competitors need strong advertising a little more than Apple does.