I don't think that an advert has provoked me or anyone I know to buy anything. Samsung's latest ad campaign is a definite strategy shift though that has grabbed attention (as was the point of course).
Yea..provocation was in the sense of Perception change and building of interest. Earlier, when I wanted to buy or gift a phone or a tablet to anyone, Apple had a clear position in my brain..but now I take Samsung as a very serious and good option to think about along with obvious Apple. But yea, immediate buy decision is near to impossible with this ad or any ad campaign.