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Samsung's New Ad Against Apple Backfires as Fans Come to the Rescue

Last month, the electronics manufacturer was ordered to pay $1 billion to the iPhone maker after losing a landmark patent trial. Samsung saw an opportunity for revenge, however, in the lukewarm reception given to the iPhone 5. This weekend, the company quickly tried to capitalize on the disappointment of Apple fans with an ad focused on embarrassing the new product.
Samsung’s “It Doesn’t Take a Genius” ad is a side-by-side comparison of the newly announced iPhone 5 and Samsung’s already available Galaxy S3. The ad shows a split screen, one half dedicated to a paltry list of features for the iPhone 5 and the other displaying the Galaxy’s S3’s superior specifications and programs. Interestingly, Samsung's chief marketing officer is an ex-Research In Motion (RIMM) executive who has been particularly effective in harnessing social media.

Naturally, the ad neglects to mention many of the iPhone 5’s capabilities and exaggerates the Galaxy’s features. But even with this bias off the table, the ad should have been successful in revealing that the iPhone 5 isn’t the dramatic step forward it could have been. The phone was being compared to a product already on the market, so how groundbreaking could it be?


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