I’m curious about the legality of using the Apple logo on the shirts worn by the employees inside the fake Apple Store. I’m not sure I’ve seen that before. There’s a long history of second bananas mocking their market-leading competitor, by name, in ads. Pepsi mocking Coke, Burger King mocking McDonald’s. But can you imagine a Burger King commercial where someone goes into a McDonald’s, including employees wearing McDonald’s-logo’d uniforms, and gets a bad hamburger? Wendy’s iconic “Where’s the Beef?” spot took place in a generic competitor, not a McDonald’s (although the narrator mentions Big Mac and Whopper at the end).
Rather than show and mention an actual iPhone 6 and Apple Store, if I were Samsung (and were going to demean myself by doing an ad like this) I would have created a thinly veiled caricature — say, from a brand called Pineapple or Banana — and then exaggerated every aspect of the experience for comic effect. Go for actual humor, “Where’s the Beef”-style.
Update: Reader Jay Torres points to the most obvious point of reference for Samsung to follow: Apple’s own “Get a Mac” campaign from a decade ago. The success of that entire campaign hinged upon the fact that the ads were actually funny, and that John Hodgman’s PC character was actually likable.