Samsung posts first Galaxy S III advert, 100 percent devoid of Apple bashing

South Korea-headquartered Samsung, now the top smartphone and cell phone vendor in the world, just posted on its YouTube channel the first official advertising for its latest would-be iPhone-killer, the flagship Galaxy S III handset unveiled less than two weeks ago.

Unlike last year’s Samsunged campaign, this high-profile advert is free of any direct or implied Apple spoofing. Even though it does ignore some pretty important marketing basics, the commercial is kinda cool (if I wanted to be cynical about it, I’d call it a typical agency bulls**t).

If anything, one’s gotta appreciate Samsung’s focus on establishing an emotional connection with the viewer in a manner that resembles Apple’s Siri advertising. Have a look and tell us whether this Galaxy commercial is a match for the world’s greatest marketing machine…

This is basically the same video Samsung showed at the “Mobile Unpacked” event in London’s Earls Court earlier this month.

A description on YouTube includes this blurb:

Effortlessly smart and intuitively simple, Samsung GALAXY S III reveals a new concept of smartphone.

Designed for humans and inspired by nature, the GALAXY S III is a smartphone that recognizes your voice, understands your intention, and lets you share a moment instantly and easily.

Though S-Voice is playing a catch-up to Siri, Samsung has realized its handset advertising should focus on a select few key features that stick in mind.


As for the features the advert omits, I’d certainly highlight ten-hour talk time.

Speaking of which, web browsing really kills the battery thanks to predominantly white web pages that, coupled with a monstrous AMOLED display, suck up the juice in no time, putting the phone at No. 14 behind all rivals in web browsing battery tests.

As for the commercial, Samsung got the creative concept right this time.

From the official unveiling to this advertisement (and beyond), Samsung keeps on telling prospective buyers that the Galaxy S III is “inspired by nature” because the phone can tell what you want to do before you set out to do it.

That’s quite memorable and original a tagline in my book.

The Galaxy S III is not just a fine phone, it’s an outstanding device and as such justifies heavy marketing spending.

Contrary to other phone vendors, only Apple and Samsung appear to have the marketing mojo to get the word out about their flagship products in a way that strikes a chord with buyers.

When was the last time you saw a really cool advertisement for a Sony Ericsson device?

Can you recall any memorable advert for a Motorola phone over the past twelve months?

Didn’t think so.