Samsung Ad mocks IPhone 5: GS3 is the next best thing
What pops up on your mind when first seeing the line up? Is this the effect of price ceiling in Soviet Union we learned from Econ 101 or are they the refugees who just recently suffered from a drought? No, neither of these ideas will appear on minds of 21st century citizens from developed countries, but…
“This must be the line up for new IPhones!”
The arrival of IPhone 5 sparks up new opportunities – both to the producer and its competitors. While Apple is proposing the new features in IPhone 5 — Apple Maps, a larger retina screen, and A6 chip—to be the benefit to consumers, Samsung, among one of its largest competitors, is attacking its newly exposed weaknesses.
Samsung started by launching this “Next Big Thing” commercial.
New Samsung Galaxy S III Commercial MOCKS APPLE IPHONE 5: The Next Big Thing is Already Here
The ad opens its scene by recording people talking about the controversial new features of IPhone 5 and ends with the remarkable transformation of the Apple fans after witnessing different functions of Samsung Galaxy S3.
There are several details in the ad that intrigues me. First, Samsung implies the focus of attack in its ad without direct mention of Apple. Instead, it simply mark down the “signature” line up and typical renovation of Apple stores, which is a clever decision from possible danger of being sued by Apple for libel.
Secondly, Samsung attempts to reposition Apple to be no longer a necessity for fashionable youth, but a device for seniors. As this ad is being frequently played on YouTube, the “home” for many youth, the repositioning effect is more prominent.
Thirdly, it uses an innovative tactic in getting into the mind of consumers. Through understanding that Apple is the leader in the smartphone industry, instead of attempting in replacing the position of IPhone, Samsung marks itself as the “next big thing”. While respecting IPhone to be a legend in industry, Samsung also implies that Apple’s legend is a part of history already.
This is yet another battle on brand positioning like Coke and Pepsi.
