You would think that warfare is ceasing – at least in magnitude – but that would be a total misconception. Warfare might not exists in the form of medieval sword fights; nonetheless, it is still very much alive. It’s alive in the world of business.

And what could serve as a better example than the two smartphone giants –
Apple and Samsung? The iPhone 5 and the Galaxy S III, the latter giant’s flagship respectively, are the main competitors.

Apple, the ‘king of  marketing’, established its lead by being the first to introduce its revolutionary device – the iPhone. Surprisingly not, after 5 generation later, the Cupertino based company is still regarded as the best, which explains Samsung’s latest bold marketing move.

Samsung’s latest “The Next Big Thing is Already Here” campaign passive-aggressively makes fun of the iPhone5. By ridiculing the iPhone5 updates as ‘non-innovative’ and contrasting them as the point of differences of the Galaxy S III, Samsung is able to successfully turn Apple’s edge against them and create a point of reference for themselves.

Samsung certainly gained attention, but will this be a positive move?

Take a look at the campaigns’ photo ad (left) and video (bellow) and leave a comment!