It’s corny, and they’re playing Pepsi to Apple’s Coke, but I think these are actually effective ads. The thing to keep in mind is that Samsung is not trying to convince would-be iPhone 5 buyers to change their minds. These ads are targeted at people who don’t like Apple; who already agree (with Samsung) that the iPhone 5 is a feat of marketing hype, not engineering and design savvy; and who think that iPhone line-waiters are low-IQ hipster sheep. Samsung isn’t playing for first place, they’re playing for second place — and that’s worked out well for them.
★ Wednesday, 19 September 2012