The smartphone war is raging, and Samsung draws an unexpected weapon: nostalgia. In its latest ad, the Korean giant subtly attacks Apple and itsiPhone 16, accusing the apple brandto tirelessly recycle the same design for its phones. All while resurrecting an ad launched 20 years ago. However, by invoking the ghost of a legendary advertising campaign, isn't Samsung risking shooting itself in the foot?
A nod to the past
Samsung's advertising features a monotonous parade of identical white smartphones, evoking; of course, without naming them, the iPhones. Suddenly, a colorful Galaxy Z Flip6 appears, folding and unfolding to emerge from the crowd. The word “different” then appears on the screen, in a typography that is strangely reminiscent ofthe one used by Apple for its renowned “Think Different” campaignfrom 1997 to 2002.
This choice is anything but trivial. By resurrecting a campaign that marked the revival of Apple under Steve Jobs, Samsung seems to want to tell us: “It's us, now, who are innovating". A sting all the more bitter as the “Think Different” campaign coincided perfectly with a period whenApple truly revolutionized the design of its products.
The sprinkler watered?
Ironically, Samsung is making fun of Apple by highlighting... a technology that it itself introduced five years ago. The Galaxy Z Flip, star of the advertising, is, in fact, not new. Furthermore, by criticizing the lack of evolution of the iPhone's design, Samsung obscures the fact that the designis not really an end in itself, but a means to create more functional products.
This Samsung fixation on Apple is far from newe. The Korean company has a long history of mocking its rival, often followed by adopting the same features it previously mocked (like ditching the jack). An attitude that could be compared to that of an ex-boyfriend unable to move on; especially since Apple, for its part, never mentions Samsung in its advertising or communications.
Ultimately, this ad seems more aimed atgalvanize Samsung fans and convince new customers. While it raises legitimate questions about innovation at Apple, it also reveals, perhaps unintentionally, Samsung's own obsession with its competitor. In this rivalry, who is really “different”? In any case,we know who sold the most last year,and it's not Samsung.
- Samsung criticizes Apple's lack of innovation in an ad alluding to the 'Think Different' campaign.
- The ad highlights the foldable Galaxy Z Flip6, a technology that Samsung introduced five years ago.
- This strategy reveals Samsung's continued fixation on Apple, reminiscent of their previous mockery often followed by technical imitations.
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By : Keleops AG
