Samsung ad (iPhone 5 launch 001)

Do you remember Samsung before the Apple crusade? Far from being an also-ran, Samsung back in 2010 started doubling-down on the Galaxy brand message, signaling intention to establish itself as the smartphone maker to watch. But it wasn’t until the South Korean conglomerate began airing its first television commercial which ridiculed iPhone owners that it started positioning itself as the anti-Apple.

And the message resonated with the demographics outside the Apple fold. In doing so, Samsung has earned itself lots of free press and attracted a following comprised of bloggers, media outlets and customers who for whatever reason couldn’t stand Apple, its culture and products.

We already know the anti-iPhone ads are working and now a Samsung executives acknowledges that the anti-Apple campaign has been a “tipping point” for the Samsung brand. Which probably means those ad attacks will only intensify going forward…

Speaking with the Australian newspaper AdNews, Samsung’s chief marketing officer Arno Lenoir said mocking Apple fans marked Samsung “coming-of-age” as a brand.

Here’s the quote:

That really did mark quite a tipping point for us globally. We were able to tell a cheeky story – if you think about it, we’re a Korean company starting to really mess with the order of things.

We’ve been able to do some good things from that [campaign]. The interesting thing about it from my perspective is that some of it is not the best work you’ve ever seen, some of it is the best work you’ve ever seen, but it’s getting people talking, that’s what I really love about it.

Here’s an example Samsung ad that picks on Apple loyalists.

And another one suggesting the iPhone is for old people.

That one certainly struck a nerve.

And this one’s from yesterday:

Needles to say, Samsung intends to milk those ads for all their worth.

You’ve got fanboys after fanboys going, ‘You can’t put that out there’, and then the Samsung fans saying, ‘Yes, you can’, and they’re starting to have that conversation, which is brilliant. So that piece of content has been amazing for us, both globally and here in Australia.

It is my take that Apple’s advertising, with a few notable exceptions, is no longer memorable nor does it strike a chord with mainstream consumers. Worse, as Samsung is amping up its advertising a couple of notches, Apple appears to be largely on the defensive.

Samsung’s ads are damaging Apple’s reputation, while tarnishing its brand and painting a picture of the once dominant player that has lost its way. And what’s Apple doing in the meantime?


Experimenting with weird (now pulled) Apple Store Genius commercials and airing mission statement videos in the absence of major product launches.

There’s no denying that Apple’s ad department since Steve Jobs’s passing has been experimenting with a bunch of different creative concepts, to little avail – Apple’s ads created over the past two years evidently lack a concise theme to them.

Don’t get me wrong – I’m a big sucker for great advertising and have always maintained that Apple is the world’s greatest marketing machine, but that’s changed under Tim Cook’s watch.

What do you think, is Apple’s advertising slipping?

Should the company get back to its roots of coming up with original, funny and memorable ads?

  • David Horbach

    Seeing those ads kind of wants me to switch over to the S4

    • To anyone thinking about switching …

      … it’s a long article but explains some good points of an iOS user.

      • David Horbach

        I read the article. Loved it!

      • R4

        Yeah that octocore would be great for running FIFA 13, Dues Ex, Bloodmasque Ect.
        Oh wait Play Store doesn’t have that!!!!

      • mehrab

        That octa core does not run gta vice city mc4 real racing 3 nova 3 as well as the dual core a5-a6

    • Sokrates

      You dirty, double-crossing rat.

    • Gagan Mohal

      i already switched and no regret.

    • Dani Hayes


  • Can’t wait for the new S4 ads next month.

    • Sokrates

      Faked enthusiasm is worse than bad acting – it is bad acting with the intent to deceive.

  • Pitchy

    I hate to say it and I know the downvotes will flock like crazy to this, but I enjoyed the Samsung ads above. The S3 video is amusing and I love the part where the guy’s parents show up to take their spot. That’s a big punch in the kidney right there. Shows that Apple has lost it’s hipness. And in part I agree. It doesn’t feel like the innovator it used to be and I am holding out to see what the 5S can pull out before I decide on my next phone.

    I think Samsung has done a great job at showing how far they have advanced and doing things that make iOS and the iPhone look severely outdated. I am envious of a lot of the new Galaxy S4 features.

    • Chazy Ronnie

      I have the GS4 for awhile and its a terrible decision i made its lags, scroll is weird and it stutters and Androids apps are CRAP not all apps are compatible, it light and holding it feels like a toy, i return the S4 and went back to my iPhone 5 (jailbroken)… The iPhone 5 with its dualcore is still faster than to the S4. All those features of the S4 are all gimmicks i never use the air gesture, nfc and tv remote it makes the phone slow and lags… Android needs to do better on optimization hardware and software wise….

      • mehrab

        I tell people that every time no one believes me. There’s a lot of slowness and lag which is frustrating

      • Maxim∑

        I have had a Nexus 4 for 3 weeks now (not making this up). I really wanted to give android a try. The app selection is not even close to as good looking or nice as on iOS. I like the widgets for the first few days but now I could honestly care less about my home screen. I spend 95% of my time in apps anyway. Gaming experience is poor, you would think a phone made by Google/LG with a quad core 1.5Ghz CPU and a high end GPU with 2GB of RAM wouldn’t lag but it does studder a lot in all the games and gets very hot (my iPod 5 performs better and it’s a dual core 800mhz CPU 512MB of RAM). I will use my iPod 5 until September and I plan on going completely back to iOS when the 5S is out, was really a waste of 340$…

      • Sokrates

        Three things cannot be long hidden: the sun, the moon, and the truth. – Buddah

      • Guest

        one thing can’t exist… a ƒuck for your comment

      • Matthew Cooper

        Hahaha amazing

      • brooks whiffen seale

        You could not have said it better, i have had the same expierence.

      • Lagax

        No, it just needs to die. Like I said a lot of times: HTC could be the best smartphonemaker now that Steve jobs is dead! But they aren’t doing their own stuff. They are using google. And most people know the only thing Google is foot for is to google … And maybe google maps. But that’s it!

      • diggitydang

        I’ve tried to switch to Android 3 times now, each time hearing that all the previous issues with Android have been addressed and are no longer existent… Each time, I keep coming back to my iPhone because I don’t find the core complaints have actually been dealt with. While I love the large, bright displays of several Android phones, there are WAY too many quirks with Android that I find unbearable, which @chazyronnie:disqus has stated above. I have to state that I firmly believe that nobody can truly tell which platform is best – it really is what suits the owner’s personality and what the owner values, but from my experience, I mostly hated the design issues that Android faces. While its great that you can choose your hardware, the issues it presents (namely, app developers designing for an infinite amount of resolutions) creates apps with alignment issues that end up making the app look like $hit. I mean, one of the biggest texting apps (Go SMS) couldn’t even center the text in the speech bubble! Icon sizes at various widths and heights, widgets that couldn’t be aligned to other widgets, and apps that all acted differently, all made the phone look and feel like total crap. The delays (don’t even get me started on the delays!) in taps often made me tap a second time, thinking that my initial tap didn’t register, only for the phones to catch up to me and the second tap opens something different.

        Again, I go back to the fact that I can’t truly say that iOS is superior… yes, it has it’s drawbacks (unless jailbroken – lost that on a hardware replacement from Apple! DOH!), but it’s best for ME, because I value and appreciate good design. Good design to me makes up for a lot of functionality because good design makes something easier for me to use. On Android, it often felt like I was using something that a programmer or designer only put half the effort into. That said, my wife has a Galaxy Note 2 and loves it… but she doesn’t know anything about design and doesn’t care how messy things look.

        The last thing is that I couldn’t find a calendar that had the functionality that I wanted – actually, that’s a lie, I could find ONE, but don’t ask for remotely nice typography, and the fact that the word “August” had the “g” that hung down in the next cell – that just looks like crap. If anyone has heard about the calendar centering issue in iOS (that was just fixed in Beta 5 of iOS7), Android is loaded with things like that (but much worse)… in fact, it’s basically part of it’s look and feel.

        I could go on, but you get the point.

      • grumpyfuzz

        those gimmicks may slow it down, so just get a S4 GPe. 🙂

      • Anton Zuykov

        no! can’t be! Samsung says 4 simply the fastest!

  • n0ahcruz3

    Samsung really stepped up with their marketing. And its obviously working. Apple put out a phone with less hardware and software features(4S to 5) with a old stale OS that hast been changed for 7 yrs. Apple Ads suck now, they are running out of features to advertise. Thats why they only emphasized on how many people are using iphones, the camera on iphone and so on and so fort.

  • Ghost

    Most iPhone users already switch to Android phones.. iPhone will be next in BlackBerry family albums lol

    • Sokrates

      good joke dude 😉

    • Maxim∑

      I hope you realize that Android is popular outside of the U.S because:
      A. Its a lot cheaper (iPhone 5C coming to deal with that)
      B. Many carriers do not support iPhone in China and Russia due to price (again iPhone 5C)
      Majority of the android market is cheap phones or knockoffs (china) not smartphones, thats a fact to if you exclude the U.S and Europe

      • LordRassilon OfTime

        Don’t forget another reason many carriers don’t support iPhones is because they can’t load their waste of apps onto the device. Apple really did do a good thing with caring about the user’s experience first rather than having it spread at as many places as possible no matter what

    • mehrab

      Your sarcasm amuses the android out of me

  • Gurudas G

    Well I have to admit that the ads above impressed me but Apple can actually step up their game now that iOS 7 is going to be released soon. I’m using iOS 7 and I have to admit, it’s pretty nice. What Apple and Samsung should do just once is create the ultimate Apple/Samsung phone together. Now that is something millions will pay for.

    • Ted Forbes


    • brooks whiffen seale

      Im pretty sure there would be some legal ramifications, becuase this would create a monopoly.

    • Lagax

      Well, a good idea in general, but thought of it: if apple WANTED a phone like the GS4 they could have. They just think of other things. As far as maybe also Samsung could have sth like the iPhone 5. They just think in another way of a good phone.

      The thing is Samsung likes doing things like google: telling people that have sth big that will change the world… But it’s just sth you play with and never use it again. The nearest thing Apple did this with is Siri since ‘she’ is not really done right now. If she would get half or the things I want her to do done by asking once it was ok. But how it is now I am just faster doing it like this…

  • Sokrates

    I’m so FED UP with this whole Apple-is-going-down whining all the time. Every little cra* has to be analysed and be misused as a possible indicator of Apples downturn.
    They’ve just released some of the greatest ads in recent years, true and genuine, and no, there’s no decline since Steves passing, oh my god. EVERTHING WILL BE FINE.

    • Chazy Ronnie

      OMG APPLE IS DOOM THEIR STOCKS IS NEARLY ON 500 mark. This is happening even without new products have been released

    • Zero

      You’re right, there’s a reason why Steve jobs put Tim cook as, CEO.

    • Vitaliy Anonymous

      True. I agree. But wasn’t Apple doing something similar when they were doing the Mac vs PC ads?

  • dpacemaker

    I see a Apple ad making fun of Samsung and their tapping phones to share pics. With Airdrop it is easier and faster than walking around and tapping phones. Hopefully they take advantage of that and make an ad as such.

    • You don’t have to tap phones to share pics on Android.

      • Maxim∑

        For android beam you do

      • Yes but that isn’t the only way to share pics.

      • They’re new to Wi-Fi direct (something I’ve been using on my 3GS), so, they think they had it first and everyone is now copying Apple.

    • Sokrates

      And please tell me something more. When do you have dirty hands AND are alone at the same time, so that you could use your speaker (except when your cooking alone at home)?

    • Antonakis Kipouros Nikopolidis

      Another ” great ” feature i would love them to ridicule is the photo with sound…. cmon this would be great 15 years ago but now you can have multiple photos with sound, its called VIDEO…
      This is so stupid it hurts…..

      • dpacemaker

        I hadn’t heard of that, yeah that’s stupid. I also think the photo with the reaction pic is dumb. It takes a pic, and uses the front camera to take your reaction. Can’t have a real reaction pic when you have to choose it.

  • sosad`=

    Another article from Christian that is almost destined to start wars in the comments…

    • n0ahcruz3

      iDB is starting to turn into BGR lol

      • Piyush

        or AA

  • Joseph

    “Samsung has earned itself lots of free press and attracted a following comprised of bloggers, media outlets and customers who for whatever reason couldn’t stand Apple, its culture and products.”

    Because of annoying Apple fanboys. That’s why. They feel the need to bash other mobile operating systems for no good reason, out of the blue.

    • Sokrates

      No one can persuade another to change. Each of us guards a gate of change that can only be opened from the inside. We cannot open the gate of another, either by argument or emotional appeal.

      • Joseph

        “No one can persuade another to change”

        My point.

        If that’s the case, then there’s the perfect reason for insistent Apple fanboys to shut their traps and stop trolling.

      • Rowan09

        Android fans in my opinion are the worst because they brag about I can get free apps, I can bump my phone, etc. I own a Note 2 and iPhone so I appreciate both but use my iPhone as my daily driver. Go and see how many android fans go on iblogs just to hate on Apple.

      • dpacemaker

        Your comment is hilarious. On here and other Apple blogs there are always Android trolls commenting and trying to make people hate Apple because they do. I read Android blogs because I like technology, and I rarely comment. When I do it’s never about what OS is better. What I don’t see on Android blogs is Apple fans starting OS wars in the comments. I would say that Android fans are worse, and you help prove my point. Your on here criticizing Apple, and its fans for no reason. If your an Android fan commenting on a Apple blog negatively then your trolling. There’s Apple trolls too, but their numbers are tiny compared to Android fans love of trolling.

    • Timothy

      In my experience, Android fanboys are just as bad as Apple fanboys, if not worse. People are constantly bashing Apple, iPhone, and iOS. It goes both ways.

  • Ted Forbes

    And what’s Apple doing in the meantime? Nothing! Holding on to pride! Being stubborn! Being silly! In denial! Waiting! Wasting time! Either Apple innovate like they use to either they do it or get out of the innovation business and into the copy business like everybody else. Does it really matter? No! No body cares that Samsung Galaxy flagship phones are Apple seeds (copies of the Apple iPhone). No one cares (that includes the courts).

    Apple the game is changed and you must get started with the anti-Samsung, anti-Google ads, this is the way the market thinks. You did it before, you did it first, you id it the best and no one does anti-ads better than Apple, no one. “Just do it”.

    • Sokrates

      Over? Did you say over? Nothing is over till we decide it is! Was it over when the Germans bombed Pearl Harbor? Hell no!

      • Qlobster

        seriously??!! Germans?

      • Raul Henriquez

        Yeah the Germans sent the Japs lmao

      • Fbyrd75


      • Burge

        Germany bombed pearl harbor..When did they do that..

      • felixtaf

        Fantasy WW II!

      • Antonakis Kipouros Nikopolidis

        Ze Germans are coming….In retaliation for bombing PH the Russians nuked Berlin, Hitler fled to the moon. Several years later he gave the technology to his prodigy Shaddam to create weapons of mass destruction (hehehe) and bomb WTC. During the chaos Che’s son Obama!!! Bin Landen, invaded Miami from Cuba……
        Continue the history below

    • Maxim∑

      I really think this cheaper iPhone will change a lot. Getting a high quality phone to people who cannot afford it should have been done a long time ago. I have yet to see one company do this right but Im sure apple will get it right like they always do.

    • Rowan09

      Why? What would Apple gain from making anti ads? All people will say is look they don’t know what to do so they are following Samsung and Microsoft. If I own a company and they keep making tons of money why would I change my marketing plan? Did anyone watch the S4 video release at Radio City? It was terrible, Samsung can only make commercials when they are making fun of customers and not when talking about their own product, they make fun of Apple customers when they want those same customers to be loyal to their brand. Apple is fine and no one did any innovating since the iPhone was first released everything is just software updates and internal updates nothing spectacular. I say give it 2-3 years and we’ll see something interesting.

  • At

    I think apple ads are way better in terms of how they portray their product. They show real life usability and are showing what they’re about. They are not bashing another company because they don’t need too, they let the product speak for itself. I think that a lot of people who switched to android will be coming back in large quantities over the next 2 years when iOS 7 and the 5s this year and the iPhone 6( or whatever it will be called) next year are released.

    • Guest

      The large appeal of Android is it’s open design, and it’s ‘gimmicky features’, which Jeff and the jailbreak community proved to be useful in real world usage and not gimmicky (VideoPane and that one tweak that stops the video when not looking at the device).

      No one has pointed this out yet, but Samsung is capitalizing on the iPhone’s lack of features compared to the wide variety of Android devices. Apple is all design and no functionality at this point; their last non-design iOS update that brought useful features was iOS 5, particularly notification center (but Android had this and used it as leverage over Apple for a long time).

      • Joseph

        That’s my comment that I decided deserved it’s own comment. It apparently didn’t delete right…

    • Zero

      Apple show a lot of emotion into their ads,what actually people do in their iPhone, in my opinion their ads are great.

  • Matthew Cooper

    You mark my Goddamn words. Bigger iphone will put Apple back on everyones mind. Imagine all that IOS sweetness on a big screen. Dont believe me? When was the last time u took a direct to DVD movie serious? Never cause a movie looks amazing on the big screen my friends

    • Ted Forbes


  • Joseph

    The large appeal of Android is it’s open design, and it’s ‘gimmicky features’, which Jeff and the jailbreak community proved to be useful in real world usage and not gimmicky (VideoPane and that one tweak that stops the video when not looking at the device).

    No one has pointed this out yet, but Samsung is capitalizing on the iPhone’s lack of features compared to the wide variety of Android devices. Apple is all design and no functionality at this point; their last non-design iOS update that brought useful features was iOS 5, particularly notification center (but Android had this and used it as leverage over Apple for a long time). The next closest thing would be iOS 7, but again, that’s a graphics overhaul (there are a few new features, I’ll get to that) that is really debatable as to whether people like it or not. There’s that file transfer feature, AirDrop or AirShare, was it? That’s been possible in Android via Bluetooth for a long time, and with NFC, too. Then there’s Control Center, which, you guessed it, was taken from Android (or SBSettings), from the notification shade.

    In short, Apple is playing the catchup game with Android, and, if you put it into perspective, they’re far behind in terms of useful features their competitors already provide (especially the Galaxy S4 and Moto X).

    But, you know what? A number of Samsung’s ads do indeed capitalize on this, and that’s their strategy in getting iPhone users to convert. When it comes to actually being a smartphone, apps are no longer as relevant as the actual features of the device are. Android being unpolished is no longer an excuse either, as the OS gains polished apps and Android overall becomes more polished at a rapid pace.

    But, yes, I do agree that Apple needs to get better in their advertising. Apple’s failure in advertising has allowed their competitors to push forward, even for a short while; and that’s all they need.

    • Rowan09

      I’m sorry you said those S4 features are not gimmicky? Come on man who the hell wants popup video on a 5″ screen, it’s a horrible experience. Apple isn’t slipping on its marketing game hence they are making the most money. It inevitably that once someone is on top people want to see them fail and when you become too popular people have unrealistic expectations. Samsung is feeling it too because a lot of critics got on them for the S4 by saying its just an S model which it is. Apple isn’t playing catch up to Android because they make the most money, so it’s the other way around. Notification center was a nice addition to IOS that might have been inspired by Android but control center in my opinion was a jailbreak community inspired addition not android. I have both IOS and Android and there’s a difference with features people use like the accessibility settings after IOS 5 I believe, iMessage, spotlight search, and photo stream, those are features worth speaking about not minor software updates like the pause video feature which only work in the Samsung browser. Apple needs to focus on doing what Apple does best, the Samsung train will come to an end because they are going to get the Apple treatment which is already coming to fruition. Make a product that people will say is not good enough. I love competition because it keeps people on their heels.

      • Joseph

        Jeff said he’d use the VideoPane tweak daily. Many users agree, and so do I. It’s the same as having multiple windows open like on Mac OS X or Windows, and is very similar in functionality to Quasar, a tweak everyone loved.

      • Rowan09

        Video pane on a screen smaller than 7″ is a horrible experience. I can bet money of how many users actually use most of those S4 tweaks and you’ll see most people don’t use it at all. I have video pane on my iPhone and its useless I also have it on my iPad which is a lot better experience but the only purpose this would serve is for taking notes while watching a video other than that it serves me no purpose.

    • mehrab

      Those features are awesome to have on iphones bcos they are exclusive festures of android flagships. And no video pane is still shit so is samsungs features

  • Timothy

    Nobody talk to me. I’m in an awful mood after watching those Samsung commercials. >.<

    • Lol, were your feelings actually that hurt?…talk about fanboyism.

      • Timothy

        Lol it was a joke in part. I just really don’t like Samsung. Android’s cool I suppose, but Samsung is ridiculous.

  • Ghost

    Apple really need to change their marketing stregedy for making their phones/mac/ipod/Atv with few designs instead changing only hardware n software in them.

    • WTVDude

      No Apple has great marketing. It presents its products as being something personal, and important to your daily live. They actually put effort into their commercials. Samsung on the other hand just presents itself as having a better product, which is true, but it doesn’t really matter because most people don’t care about those extra features that Samsung adds every year, they usually go for what they know. It’s commercials like the ones above that show Samsung’s inability to market it’s products on just their brand name.

  • Richard Zhunio

    I also agree with @davidhorbach:disqus, the ads by Samsung also makes me want to switch to the S4

  • Jerry

    Those ads just created a hatred for Samsung products which I never had until seeing how immature they are

  • vs511

    Needles to say? Lol

  • Ariel

    They need to relaunch their “im a mac” advertisement, iphone version.
    it was brilliant! (and super funny)

  • Ariel

    grad party video, 0:39 – an iPhone with the camera in the centre?

    • Lol, good catch. Might just be their way to avoid being sued by Apple for “copying” the iPhone in an ad…

  • Aden

    They should make the return of the PC vs Mac ad
    Like android vs iOS ad

  • LordRassilon OfTime

    I hardly remember this much hate on Apple products before Samsung began making fun of them. I personally stick with Apple products because the design and function appeals to me, and the apps are well polished. When I had Android, everything was unorganized and all over the place. I spent a good amount of time with the Galaxy S4, yet I never got used to the screen size. The UI sort of grew on me, but then again I don’t enjoy how nonuniform the icons are. Would I recommend it to friends? Sure. Would I go back to Android platforming? No. The play store has so many apps that haven’t gotten their fine-tuning, whereas the App Store has high quality apps. Again, the play store is unorganized. The reason Samsung surpassed Apple is because they mocked Apple by making it seem that every Apple customer is on drugs of sorts, which made a good amount of customers jump platforms thinking “these phones aren’t cool after all”. I honestly think that was a very clever tactic but it was also highly immature and misleading. And please stop calling everyone who defends Apple an “iSheep”. I’ve noticed that the Android fans are even /WORSE/ at this reign of insults in this useless competition than the “iSheeps” ever were. It’s childish and doesn’t benefit in any way. All it does is piss off others and ruin their day. My defense of why /I/ think Apple products are better again are an opinion from experience. Just pick which phone you like and stop making others feel bad for what they like. I’m getting tired of these arguments in the comment section of almost every article on this website. Samsung phones are great in their own way, Apple phones are great in their own way. Apple stole many features of many companies however did it right, revolutionizing the entire mobile industry. Samsung stole many features from Apple, picked up from there and reimagined it to make it better, and it did.

  • Conanda

    still love iphone. but i hope apple have “Note” phone. with stylus. hehe. 🙂