Samsung returns to targeted anti-Apple ads with latest Galaxy S4 spot
In a recently released commercial, Samsung once agains sets its sights on Apple's flagship iPhone, pointing out the "inadequecies" of the iOS device while at the same time touting new Galaxy features like Air View.
The ad, spotted by CNET, shows a clutch of just-graduated teenagers hanging out at a pool party with their slick Galaxy S4s. Also there are stodgy old parents with iPhones, some even carrying the newest iPhone 5, which Samsung tries to portray as a smartphone relic.
The main character, a loquacious grad inexplicably still in his gown, is the host of the party, and viewers are taken through a series of short vignettes showing off the S4's prowess in such a festive situation. For example, ribs are being served, which "are insane," but very messy. Enter Samsung's Air View technology, where a call can be answered with the wave of a hand.
In another scene showing off the S Beam file transfer protocol, a young woman snaps a pic and immediately shares it with her friend. A mother asks for a copy, but is chagrined to find out that her's "doesn't do that."
Smash cut to two girls poolside, checking out the S4's Drama Shot, which captures consecutive images of a moving scene and stitches them together to form an action sequence in a single frame. In this case a spectacular belly flop, with said flopper once again wearing a cap and gown. Perhaps they were all homeschooled.
Back to the parents who can't share photos by touching their phones together:
"So some smartphones are smarter than other smartphones," the father ponders, almost introspectively. He's setting up for the big reveal.
"Exactly," the one-with-the-times girl says. A hint of sarcasm.
"Well what are we doing with these phones," he asks, holding up his iPhone. There it is.
Snap to the main character. What really sells it for the "dude's" dad is the Galaxy's remote control capabilities. Once he sees that feature, he totally gets why the recent graduates are belly-flopping into his pool wearing full cap and gown regalia. He even chuckles. He's in.
While the latest TV spot isn't as churlish as previous Samsung commercials, it still smacks of elitism, which the Korean firm has arguably not yet earned according to the latest U.S. smartphone statistics.
The ad, spotted by CNET, shows a clutch of just-graduated teenagers hanging out at a pool party with their slick Galaxy S4s. Also there are stodgy old parents with iPhones, some even carrying the newest iPhone 5, which Samsung tries to portray as a smartphone relic.
The main character, a loquacious grad inexplicably still in his gown, is the host of the party, and viewers are taken through a series of short vignettes showing off the S4's prowess in such a festive situation. For example, ribs are being served, which "are insane," but very messy. Enter Samsung's Air View technology, where a call can be answered with the wave of a hand.
In another scene showing off the S Beam file transfer protocol, a young woman snaps a pic and immediately shares it with her friend. A mother asks for a copy, but is chagrined to find out that her's "doesn't do that."
Smash cut to two girls poolside, checking out the S4's Drama Shot, which captures consecutive images of a moving scene and stitches them together to form an action sequence in a single frame. In this case a spectacular belly flop, with said flopper once again wearing a cap and gown. Perhaps they were all homeschooled.
Back to the parents who can't share photos by touching their phones together:
"So some smartphones are smarter than other smartphones," the father ponders, almost introspectively. He's setting up for the big reveal.
"Exactly," the one-with-the-times girl says. A hint of sarcasm.
"Well what are we doing with these phones," he asks, holding up his iPhone. There it is.
Snap to the main character. What really sells it for the "dude's" dad is the Galaxy's remote control capabilities. Once he sees that feature, he totally gets why the recent graduates are belly-flopping into his pool wearing full cap and gown regalia. He even chuckles. He's in.
While the latest TV spot isn't as churlish as previous Samsung commercials, it still smacks of elitism, which the Korean firm has arguably not yet earned according to the latest U.S. smartphone statistics.
Comments
Yes... Air View.
The solution in search of a problem that is only available on Samsung apps, because no developer with a brain is going to implement features for only a segment of Android.
I weep with envy.
Quote:
Originally Posted by AppleInsider
While the latest TV spot isn't as churlish as previous Samsung commercials, it still smacks of elitism, which the Korean firm has arguably not yet earned according to the latest U.S. smartphone statistics.
In almost all cases a user with a Samsung phone isn't even near someone with a Samsung phone, or even one with a Samsung phone new enough to do that kind of sharing.
This reminds me of a MS Surface commercial where everyone has a Surface to throw around. In real life the Surface owner is alone in a corner with his pocket protector and a "Windows 8 for Dummies" book.
[IMG ALT=""]http://forums.appleinsider.com/content/type/61/id/24508/width/350/height/700[/IMG]
Quote:
Originally Posted by Macky the Macky
In almost all cases a user with a Samsung phone isn't even near someone with a Samsung phone, or even one with a Samsung phone new enough to do that kind of sharing.
This reminds me of a MS Surface commercial where everyone has a Surface to throw around. In real life the Surface owner is alone in a corner with his pocket protector and a "Windows 8 for Dummies" book.
Or the Zune...
Still, this is all aspirational stuff and its well done. Its the Siri ads done with a touch of 'I'm a PC', but targeted pretty squarely at 20 - 30 yo market. I think Samsung carefully studied Apple marketing and implemented much of what they found in a different way. I can't really fault it.
"Hey my memory is full"
"Mine too"
"And mine"
"WTF this is supposed to have 16GB"
Turn to "old" people with iPhone's and in whiny voices "Mum, Dad can we have money for memory cards?".
What a dumb and unrealistic ad, which is obviously targeting dumb and susceptible consumers.
I bet that many of the actors and actresses in that ad actually use iPhones, just like many of the paid celebrities that have been caught red handed recently.
Can't wait for S-Smell, the next big thing!
No video, didn't happen....
Update:
And now...the video appears....
Every major review that I've read talks about these much-touted features on the S4 as being buggy, sucky, and not-ready-for-prime-time.
They're just setting themselves up for lots of returns..... (but lots of shipments).
Quote:
Originally Posted by GQB
Yes... Air View.
The solution in search of a problem that is only available on Samsung apps, because no developer with a brain is going to implement features for only a segment of Android.
I weep with envy.
So, it's come to this.
The first iPhone with its graceful, seamless, capacitive multitouch UI is still a much bigger leap forward than the scraps and leftover "innovations" like Air View. I guess "S View" was already taken.
Quote:
Originally Posted by Rogifan
Well according to Bloomberg Jony Ive has investigated similar technology. Though if Apple implements some thing like that I trust that they'll actually do it right because it won't be about littering up a spec sheet with tons of half baked features for the tech media to get a hard on about.
Sometimes, less is more. Simpler is better. Focus is better.
Samsung thinks: more is more. Loading up the spec sheet is better. Less feel inadequate.
Quote:
Originally Posted by Everett Ruess
At least Apple hasn't lost the youngest generations, the little kids of us old uncool people who still use iOS
Samsung stopped short of calling themselves "The Pepsi Generation."
Seriously. Saw the Apple ad the other night and it looked amazing
As an Android user myself, I pray that iOS 7 brings NFC capabilities so that technology finally takes off. Android has had it for over a year, but until Apple gets it, it just won't be that wide spread.