Samsung Galaxy S4 ad (Iceland, teaser 001)

I appreciate memorable, creative advertising as much as the next guy, but I just don’t get a new Galaxy S4 commercial Samsung is airing in Iceland.

Instead of focusing on the handset’s features or the usual iPhone bashing, this time around Samsung’s creative agency has gone over the top in depicting a guy trying to make a phone call on a real apple.

Realizing swiping across fruit makes no sense, the ad then switches to a happy scene where our hero operates a Galaxy S4. The not-so-subtle jab at Apple is plain weird, to put it mildly. I know ads are supposed to take into account the often vast cultural differences across markets, but I’m not sure Samsung did itself a favor with this particular commercial…

Here it is.

For what it’s worth, Samsung argues in YouTube description that the Galaxy S4 has features that are easy to understand while touting the ability to dictate email and text messages in Icelandic.

“Get a phone that understands you,” the description reads, highlighting Icelandic is not on Siri’s list of supported languages. That’s fine but I’m not so sure ordinary viewers will get the message by watching the commercial with half their brain.

So how is this not a fail?

Samsung spent more on marketing than R&D in boht 2012 and 2013 (outspending Apple) and their anti-Apple theme does hit a nerve, but I’ll be the first to admit I like their previous work better, stuff like the funny ‘Pool Party’ commercial.

What say you?

  • Bob

    Epic fail, this ad has nothing to do with Siri.

    • Guest

      This appears to be just some Samsung hater’s doing. The official Samsung Global YouTube channel has been registered since 2006 and is usernamed SAMSUNGMobile. The uploader of this video is just some troll that registered in 2012…

    • felixtaf

      Nothing to do with S4 too! Lol

  • Martin

    WTF Did I just saw ?!

    • mnm221988


  • Taf Khan

    Who is the moron that thought of this idea, sack him I say. Epic fail.

  • Nesar

    WTF!!!They are all on Drugs.

  • vs511

    Isn’t the point of an ad to attract new customers? I’m sure most people wouldn’t even understand this ad…

    Btw, “boht”? 😛

  • Supafly_Boy

    …I’m lost for words

  • omrishtam

    and this guys….is a parody

  • Khan Rulzz

    wasted 56 sec. of my life samsucks !!!!!

  • Looks like they hired Microsoft’s former advertising group…

    • Boss

      Steve Ballmer Sells Windows XP ad lol by far the best

    • That’s Samsung Iceland’s channel, they have a global channel and a few regional accounts, for example there’s also “samsungmobileusa”

      • Maze

        There’s a typo in the last paragraph “boht” = “both”

  • Ishaan Malhotra


  • Liam Mulcahy

    what the hell was that?

  • Bobby

    what are the sheep and terrorists for? FAIL

  • The outspend Apple in Marketing .. But I’m pretty sure that the money apple invests in marketing is better spent, after seeing this!


    Wow Samsung… this really shows how much you care about sheep when it comes to selling a new phone.

  • Girish

    WTF,,,,,just wasted 0.56 secs of ma precious time watching this ad,,,

    • Dani Hayes

      And you wasted about five seconds typing that and another three reading this.

      • Girish

        I agree wasting my time by commenting n reading bt not by watching some sh!t ads,,,

    • Nestea80

      Half a second isn’t that long.

    • dan

      and now u are wasting another few seconds while reading this !

  • thepies

    nice try samsung! but you failed lol

  • Diego Gastón Milano

    No offense but if this is a real add that hit the screen then I’m afraid I should have graduated on another career- anyone can do better than this!

  • Patrick

    samsung i wish for you to go bankrupt, and for all the people that work there i wish they all die and get raped by a horse in hell every day for all eternity

    • inf3rn0

      …well that escalated quickly.

  • mehrab

    Wtf is this shit?

  • mehrab

    Btwbguys the htc one sold poorly. Link here! >>

  • Jason Dennery

    Might do better if aired in Amsterdam, because the only way that could misconstrued as good is if you’re stoned out of your mind.

  • Jurassic

    “Get a phone that understands you,”

    Now if I can only understand what that ad was all about. 😉

  • Adham

    So if I buy an S4 I get to do all these weird dances? No thanks.

  • M Last

    what was that????????

  • batongxue

    Hey Scotty…
    Jesus man!

  • jamesdbailey

    I have no idea what the commercial is about but I liked it. Maybe if someone translates the text? BTW, big iPhone and Apple fan so I’m not bashing Apple I just thought it was funny–strange but funny.

  • seyss

    goddamn dog eaters

  • mnm221988

    I have an Android phone and even I say when I had my iPhone 5, the way to use the phone was 9 times easier than this Android phone. The features on the S4 are pointless anyways, as if you have the 3, you’ll get the same updated they have. Waste of money just to make a phone wave or delete a picture

  • wincros

    Dancing to electronics? That is going to work just like it did for the Microsoft Surface. What would be amusing would be that MS sues Samsung for ripping off their ad campaign. And then Samsung would defend themselves saying they had a puzzling anti-Apple message in theirs. It was innovative.

  • iXanczy

    Well, I would say well done to the creators of this commercial.
    Isn’t the point to get as many people as possible to watch it? It jus got posted on a dedicated apple news site…
    So at least some credit to the makers, eh?

  • Ernie Marin

    the only thing I learned about this video, is that people in Iceland have too much free time on their hands.

  • Conanda

    if u have S4, u can dancing with 4 people suddenly…

  • Sandy Cook

    Cool story

  • 3aloo1

    I just wasted my time on this

  • Sentry

    The ad was almost acceptable, until the dancing bank robbers came out.