Samsung airs $10 million anti-iPhone ad during Super Bowl [video] | Hacker News Reader

Samsung airs $10 million anti-iPhone ad during Super Bowl [video]

bgr.com

17 pointskemper27 comments

This ad definitely left me wondering "why do I want a pen/stylus"? There are a few cases with the tablets where I'd like to use a pen tool for input. I largely avoid taking notes on a tablet for this reason (this is behavior I could voluntarily change if I was more flexible on how I take notes), but why would I need pen input on a phone? I've never personally ran into an issue on a phone where I said "this would be easier with a pen". What are the use-cases for this and why would it appeal to people?

For me, the ad worked on the level that I'm now curious about why this pen is worth highlighting in a 3.5MM spot.

Regarding the insults to Apple users, this is something that is really divisive. I remember when there was a "leaked" BlackBerry commercial a few years ago that showed a black berry being shot through an iPhone. The spot turned out to be fake, or it got canned and never aired, or something like that. I remember there being a lot of people in the online tech community being upset over this. They wanted to see Apple bleed.

But that was never a good marketing strategy for RIM. I'm trying to think of the strategy behind this ad. Certainly, anyone devoted enough to Apple to stand in line for their products thinks enough of Apple to a) not switch and b) not to switch to a company who makes fun of them. Additionally, these people likely buy into's Apples stance on styli being antiquated.

So the other strategy may be to position itself away from the Apple "fanboys". Lots of people dislike Apple, and maybe making fun of those who do hit enough of a confirmation bias button to make them seriously think of buying this phone.

So overall, it doesn't seem like a great ad to get huge market share, but it does seem to be positioning itself firmly on a segment, and hoping it can draw in other segment share.

Personally, I don't get it.

Regardless of Apple's advertising history, I feel annoyed by Samsung's approach here. As an iPhone owner, I don't feel complelled to switch phones when I'm insulted. And yes, I recognize that Apple has taken this approach in the past. I've never felt terribly good about it either.

I'm not sure if anyone noticed, but Samsung actually superimposed the iPhone FaceTime interface on the Samsung phone. Below are two images of it (sorry for the poor quality).

http://imgur.com/a/IB1mE

Or is that their actual video chat app? (Which, if so, would obviously be a copy of FaceTime.)

That's really sad.

Am I the only one who feels surprised that they spend 10 million on this?

Well, they spent it on the airtime, not the spot I guess.

Nonetheless, the ad agency simply failed to highlight the possible use cases of having a pen on a tablet/phone. Showing people writing names on the screen with a pen fails to communicate the phones unique USP. Also, many people will remember the times when they had to use the pen as a crutch on Windows Mobile phones of the old days. So I guess many people will simply go, "what do I need a pen for?" I believe Samsung should switch their ad agency asap.

"Also, many people will remember the times when they had to use the pen as a crutch on Windows Mobile phones of the old days."

And Palm OS. But the smartphone market back then was probably 1% of what it is now. 99% of the people they're aiming that commercial at have no such memories.

>I believe Samsung should switch their ad agency asap.

I agree completely. As an iPhone user, all these adds make me want to do is look at HTC or Motorola for Android devices.

Also, the device itself was implied to be an iPhone competitor. Only it isn't. It's a tablet. I was thinking that it was a really big phone.

I'm also confused as to who the stylus is actually aimed at. There is a small subsection of tablet users(mainly artists) that would probably want more precise control of their device, but I would wager that those people are the vast minority of total users.

Well, they spent it on the airtime, not the spot I guess.

It was fairly obvious that the placement cost a lot more than the spot itself. The ad's message was "OMG, it has a pen; I've gotta have it!" The people with me in the room at the time seemed slightly confused, mostly amused. The main points of confusion were whether the device is a phone or a tablet, and why we would want a pen for our phone/tablet. Maybe they should have spent a bit more on the spot's production.

Has anyone here got a Samsung Galaxy Note? How is it?

"If you see a stylus, they blew it."

Touch for interface, stylus for drawing and notes. Don't see anything wrong with that. I certainly don't use touch to do notes on my iPhone...

He was absolutely right.

Before someone preach the high and mighty status of Apple once again, I just would like to remind everyone that Apple's pivotal moment in its history when it aired Macintosh ad in 1984 with strong anti-IBM flair.

I don't really think that was the pivotal point in Apple's history. Regardless, Apple, until a couple of years ago, was making those obnoxious I'm a PC I'm a Mac commercials. Making anti-[the_big_guy_in_tech] commercials seems to be what companies do do when they're the little guy. Not that I personally find them all that effective. If you want to sell me electronics, show me why the thing you're trying to sell is awesome, not why the things you're competing against aren't awesome.

Well, it certainly was a pivotal point, easily up there in the top three. Not only that, but it was easily a pivotal point in advertising history too.

As to little guys: your argument would have merit were it not for the fact that Samsung is one of the very largest electronics manufacturers in the world.

You don't think the introduction of the Mac was a pivotal point in Apple's history?

It's probably at least fair to argue that everything that happened before the ipod was about equally important in the history of Apple.

But it sort of depends on how close a perspective is chosen.

That ad aired when I was a very young child, and I have trouble believing anyone took it seriously. Like, really? You really think using a personal computer with a point-and-click interface is pretty much the same thing as defeating totalitarianism?

The debut of the GUI to consumer level devices was indeed a big event. I think this was also at a time where huge budget ads weren't as common place (it was directed by Ridley Scott even).

Difference between Apple and Samsung commercials- Apple shows its products,features and what you can do with it but Samsung shows people and every other shit expect for their products. This ad does not make any sense!

I know. I hated the part where they had that chick throwing a sledgehammer at a giant screen.

Er, wait, maybe that was somebody else.

I think this is a very Apple-like ad. It shows the lifestyle of the users of the product, adds flair, and focuses mainly on how the product can change your life as opposed to raw firepower (Droid).

Apple's ads are all about their reputation and lifestyle. Samsung's ads are the same. Even Sammy's attack ads are right in line with "I'm a Mac". The only difference is Apple displays minimalism while Samsung goes all-out. They cater to two different demographics (Samsung wants people who are tired of being understated and underwhelmed).

Exactly, thats why I hate that commercial with the dancing mp3 player ppl, oh wait...

Apple completely dominates MP3 player sales. No one else matters. Apple's iPod ads just need to keep people thinking "iPod" when they think "MP3 player", so their focus should be something that catches the eye and pushes the brand.

The market in smart phones and tablets is quite different, and thus the proper kind of advertising is quite different.

oh wow! so many down votes!

Reply on news.ycombinator.com