If there is one thing that I love about the amazing world of advertising, it’s the possibility of brands going head-to-head in an advertising ‘Battle Royale’, with the goal being to make the competing brand look foolish in the most subtle way possible.
Whether it’s Nandos, Santam, Pepsi or Coca Cola, these brands have all, at one point, taken a very tongue-in-cheek approach at making their products look superior and their counterparts, inferior.
Samsung and Apple have always been competitive with one another in one of the hottest markets to be in, at the moment. In their latest ad offering, Samsung plays on the Apple ‘fan boy’ mentality. By drawing on how Apple fans meticulously debate what the next big thing will be in an Apple iPhone, Samsung takes the humorous approach by making these people look silly and that, in fact, Samsung phones are already the next 'big thing', with all the features - in their phones - that you would ever need or want.
Personally, I believe that this is a spark of brilliance, as far as advertising goes, and it’s quite obvious others agree, given the 15,740,423 views the video’s racked up since its upload on the 19th of September. This ad has managed to completely convince me that Apple may not be inimitable, may actually be slightly overrated, and that Samsung is a formidable industry player, and should not be taken lightly - ah, the power of clever advertising.
Well done, Samsung!